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Photography Keith Kandell

Kaia Gerber is crowned the new face of YSL Beauté


TextMatilda Ruck

The 17-year-old model follows in the footsteps of actress Zoë Kravitz as YSL Beauté’s latest makeup ambassador

After dominating this year’s runways in New York, London, Milan and Paris, model Kaia Gerber has topped off her busiest season yet with the announcement this morning that she will be following in the footsteps of Zoë Kravitz as YSL Beauté’s latest makeup ambassador.

“To be the new face of YSL Beauté is an opportunity to write a new story full of fun, colour and make-up. I love the DNA of a brand that is so subversive while being so luxurious and cool,” said 17-year-old Gerber of the partnership.

“I think these days, everything you do has to be measured with a degree of responsibility. If there are people who view me as a role model, I really hope to be able to create positive images and messages that inspire others to feel confident about the way they look, to look after themselves, and basically to be kind to themselves.”

Only this morning, Gerber walked for Stella McCartney’s Paris show in a statement blue acid wash boiler suit with paired back makeup, and on Sunday night, Gerber walked in the highly anticipated Valentino Spring/Summer 19 show, sporting a bold Swarovski crystal-studded eye look directed by makeup legend Pat McGrath, making it easy to see why the young model is a no-brainer for YSL’s latest beauty campaign.

“Kaia is a blossoming talent with a unique sense of style and a stunning beauty,” agrees international general manager Stephan Bezy. “The perfect embodiment of her generation’s desire for authenticity and edginess, as a muse and ambassador she will convey these values which entirely resonate with what YSL Beauté stands for.”

This latest YSL appointment comes in wake of the brand’s recent period of rejuvenation under their new global beauty director Tom Pecheux, and his desire to target a more millennial audience. With 3.8 million followers on Instagram, the daughter of catwalk royalty Cindy Crawford and entertainment mogul Rande Gerber follows the likes of Adwoa Aboah (Revlon), Lily-Rose Depp (Chanel), Georgia May Jagger (Rimmel) and Iris Law (Burberry) as next generation beauty icons. And with three Vogue Paris covers, a campaign for Marc Jacobs, as well as her first collaboration with Chanel veteran and fashion legend Karl Lagerfeld under her belt, the doe eyed 17-year-old has been busy earning her stripes in the industry.

Kaia's first campaign with the brand will be as the face of YSL’s Rouge Volupte Shine moisturising lipstick, and is set to launch in January 2019 under the creative direction of Tom Pecheux and David Sims. “Everything felt very easy, very connected” said Pecheux of the shoots. With more YSL campaigns for Touche Éclat and Mascara Volume Effet Faux Cils in the pipeline, we look forward to watching the supermodel-in-training continue to prove herself as a force to be reckoned with.

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