Model Freja Beha Erichsen is the newest face of Maybelline

NEW YORK — Maybelline New York announced on Friday that fashion runway star Freja Beha Erichsen was signed to the brand.

She joins a lineup of spokeswomen that includes Christy Turlington, Julia Stegner, Erin Wasson, Kemp Muhl, Shu-Pei Qin, Emily DiDonato and Charlotte Free.

Erichsen, who is often described as the "queen of cool" for her edgy, urban looks, will make her debut in advertising campaigns for Maybelline New York later this year.

"Freja is an incredibly beautiful and confident woman," stated Damien Bertrand, global brand president for Maybelline New York. "Not only is she a top model for a new generation, but she is also a modern style icon off the runway. She truly captures the catwalk-to-sidewalk spirit of Maybelline New York."

Discovered on the streets of her hometown Copenhagen, Denmark, Erichsen is a natural in front of the camera and on the catwalk. She appeared in 64 shows during her breakout runway season, and she has walked the runways for several top designers, including Alexander McQueen, Calvin Klein, Dolce & Gabbana, Gucci, Louis Vuitton, Marc Jacobs, Prada, Yves Saint Laurent and Zac Posen. Known to be a muse for Karl Lagerfeld, Freja has been in almost every Chanel runway show since 2006.

She has also starred in major advertising campaigns for Chanel, as well as Balenciaga, Jil Sander, Gucci, Hugo Boss, Emporio Armani, Chloe, Gap, J Brand, H&M, Calvin Klein, Balmain, Gianfranco Ferre, Pringle, Louis Vuitton, Harry Winston, Georg Jensen, Moncler, Max Mara, Velentino and Roberto Cavalli.

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