Kaia Gerber, who happens to be Cindy Crawford’s daughter, is the new face of marc jacobs beauty. The brand has revealed a glimpse of the first photos from the upcoming Spring 2017 campaign, which feature new products.

In one photo, Gerber wears turquoise eyeliner, which is the brand’s new “highliner” matte gel eye crayon eyeliner in the color called “whirl(pool).” She also wears o!mega lash volumizing mascara in “peacock.” Both products are launching in January 2017.

Marc Jacobs comments, “We’ve been really fortunate to have had incredible women represent marc jacobs beauty — from Edie Campbell to Jessica Lange — and are excited to add Kaia Gerber to that list. Shooting her for the beauty campaign was fantastic in every way – her beauty, her charm, her incredible personality, and her professional work ethic, proved the apple doesn’t fall far from the tree.”

Creating the Look

The campaign was shot by David Sims, styled by Katie Grand, and features the work of makeup artist Diane Kendal, hair stylist Guido Paolo and nail technician Jin Soon Choi.

Commenting on the makeup style’s inspiration, Diane Kendal says, “Marc wanted to do a youthful bold graphic look to feature all the beautiful new eye colors in the collection. The combination of the vibrant mascara and highliner together was perfect for Kaia’s natural beauty and poise.”

Kendal continues, “I created a strong graphic shape with the highliner matte gel eye crayon eyeliner around her eyes and extended the lines out to give some drama to the look, then added the matching mascara to the top and bottom lashes. I chose to keep the rest of her face fresh and natural, playing out a look that is bold yet fun.”

The new spring beauty collection will be available at sephora worldwide, select marc jacobs stores, neiman marcus, bergdorf goodman, harrods, john lewis and marcjacobsbeauty.com.