She may have started life best known as Cindy Crawford’s daughter but Kaia Gerber is rapidly make her own name in the world of beauty after walking for Stella McCartney, Yves Saint Laurent and Valentino at Paris Fashion Week last week – and then being announced as the face of YSL Beauté on Monday.
Kaia, who at just 17 years of age has already graced the covers of Vogue Paris and Vogue Italia, will begin her new role at YSL in a campaign for Rouge Volupte Shine moisturising lipstick which is due to launch in January. She is then expected to follow with campaigns for Touche Éclat and Mascara Volume Effet Faux Cils.
Announcing Kai’s new role on Instagram, YSL Beauté welcomed its “youngest ambassador” to “the YSL Beauty Fam” with a series of six photos of her wearing makeup by Tom Pecheux.
Kaia then announced the new role to her 3.8million followers on Instagram with an image from the new YSL campaign and a caption stating that she was “so happy to join the @yslbeauty family.”
“To be the new face of YSL Beauté is an opportunity to write a new story full of fun, colour and makeup,’ she said. “I love the DNA of a brand that is so subversive, while being so luxurious and cool.”
Stephan Bezy, international general manager of YSL Beauté told WWD, that Kaia is “a blossoming talent with a unique sense of style and a stunning beauty”.
“The perfect embodiment of her generation’s desire for authenticity and edginess, as a muse and ambassador she will convey those values, which entirely resonate with what YSL Beauté stands for.”
Although the YSL Beauté is Kaia’s first signing as the face of a beauty brand she was featured in a campaign for Marc Jacobs Daisy perfume when she was 15 and she has recently collaborated with Karl Largerfield to create a 53-piece fashion collection, Karl Lagerfeld X Kaia, that was launched in August.
Nonetheless she still has a long way to go to outshine her supermodel mother who, according to Wikipedia, has appeared on well over 500 magazine covers, walked the runways for Chanel, Versace, Dolce & Gabbana, Christian Dior, Calvin Klein, Ralph Lauren, Michael Kors, Todd Oldham, DKNY and Valentino – and appeared in numerous fashion campaigns including ones for Versace, Calvin Klein, Escada, Oscar De La Renta, Balmain, Valentino, Bally, Liz Claiborne, Halston, Anne Klein, Isaac Mizrahi, Guess and of course Revlon.
But then she’s only just turned 17…