NARS Cosmetics has revealed Kaia Gerber as its newest global brand ambassador, saying she’s a “beauty and fashion icon [and] a longtime collaborator” of founder and creative director, François Nars.

She certainly adds a newsworthy element to any brand she fronts having walked the runways for the biggest global designer labels as well as appearing on the covers of the world’s top glossy magazines.

She’s been in demand by high end and mass-market labels this year and in May was announced as Mango’s latest face in a deal that the retailer called a “collaboration” set to run throughout the year. Two months earlier she’d appeared with her mother Cindy Crawford for Mango’s rival Zara with the duo headlining a new session of its ‘Zara Streaming’ initiative.

She makes her debut for NARS with the launch of a campaign shot by François Nars for the new Afterglow Lip Balm. That product launches in January and continues the trend for high-end brands diving deep into a once-humble category and backing their launches with major campaigns.

Shiseido-owned NARS has been expanding in recent periods and only in October announced a strategic partnership with Indian giant Reliance Retail’s omnichannel business Tira to boost accessibility in the country. Gerber’s presence is likely to be a boost for its growth plans.

François Nars said of her: “Kaia is a true beauty, a supermodel of today who carries with her the spirit of another era. Working with her on this campaign felt like stepping back into the age of the original icons. Those supermodels were more than faces; what I always loved about them was their joy. They loved the camera, the artistry of makeup and hair, and fashion itself. Most importantly, they gave everything in front of the camera, pouring their energy into creating the most beautiful images possible. Kaia has that same spirit and photographing her was like reliving the magic—one of the very things that made me fall in love with this industry in the first place.”