Russian supermodel Irina Shayk is the newest face for Marc Jacobs Beauty for 2019.

Marc Jacobs Beauty is a collaboration between the American fashion designer and Kendo, the LVMH incubator of new beauty brands.

As with his fashion, Jacobs’ rule-breaking creativity is at the heart of his makeup vision. For him, it’s about the spirit of youth, confidence and experimentation.

A campaign and animation debuted at Sephora Russia on Jan 14 and Shayk will be making a personal appearance at Sephora in Moscow on Jan 26.

Shayk’s first official image of the campaign was photographed by David Sims with creative direction by Katie Grand, makeup by Diane Kendal, hair by Guido Palau and nails by Jin Soon Choi.

“When we entered Russia earlier in the year, we knew we wanted to have someone who inherently matched the beauty and strength of the region. Irina was a natural choice, and we’re thrilled to add her to the group of impressive women who have represented Marc Jacobs Beauty,” said Tara Loftis, VP of marketing, Kendo brands.

“I’ve loved and admired Marc for his wonderful fashions and overarching vision of beauty. It’s such an honour to represent Marc Jacobs Beauty in my home country,” Shayk said in a press statement.

Shayk joins iconic women such as Jessica Lange, Edie Campbell, Winona Ryder, Aya Jones, Kaia Gerber, Adwoa Aboah, and Lila Moss, who have been, and also currently are, serving as faces of the brand.