Karlie Kloss Is the New Face of Swarovski

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Karlie Kloss for Swarovski. Photo: Craig McDean

Karlie Kloss, student programmer, Time 100 honoree, Vogue cover model, and Louis Vuitton disco ball, can now add “face of Swarovski” to her list of titles. The 23-year-old announced today that she is the new brand ambassador for the company, beginning with the #BeBrilliant campaign.

Kloss says her tastes have evolved since her first bedazzled item — a pink flip-phone case, which she got in eighth grade — to now include the crystal juggernaut’s signature bracelets, rings, and watches. “It’s a brand that I’ve worn on the runway or on red carpets for years and also before I was a model,” she told the Cut. “Some of my first early pieces, from my mother or my grandparents, really special kind of milestone pieces for birthdays or holidays, were Swarovski.”

#BeBrilliant highlights powerful women who also need some jewels to get them through the day. In addition to getting in front of the camera for the campaign, Kloss will be involved on the back end by creating content. As for how to pronounce the brand’s name? “I’ve had a few months of practice so I know how to say it. I think.”