Demi's daughter has a new look! Natural brunette Rumer Willis has a shocking blond 'do, which she proudly sported at the James Perse flagship store opening in Beverly Hills last night. "I've always wanted to be a blonde," Rumer said. "So I changed my hair color. Even my dad likes my new look." Bruce Willis appears to be in the minority. The fashion bloggers already have their claws out. But don't pay any attention, Rumer. Follow your bliss and let your blond ambition take you far.