Cara Delevingne is the new face of Rimmel London.
The 23-year-old supermodel - who has returned to the fashion business after a seven-month hiatus - has been announced as the latest ambassador for the beauty brand today (13.04.16).
Speaking to WWD.com about her first memory of Rimmel - which is owned by Coty Inc. - the blonde beauty said: "My first memory of Rimmel, was watching the adverts with Kate [Moss].
"I was very much a tomboy growing up so I never really wore makeup but I was always fascinated by how edgy and captivating the brand and its ambassadors were. It's such an iconic cosmetic brand that represents the London girl. It was a natural partnership. The brand philosophy and core brand identity is in line with my own style and attitude. I am proud to be English and jumped at the opportunity to collaborate with such an iconic English brand."
The cosmetic brand, which has seen Kate Moss and Georgia May Jagger coin the phrase "Get the London look", will see the British 'Paper Towns' actress feature in her first campaign later this year.
Meanwhile, Johanna Businelli - Coty's chief marketing officer of colour cosmetics - said: "I think it's so rare for a beauty brand to find such a natural face as an ambassador.
"We are very fortunate to have Kate Moss but Cara is also a fantastic fit. We pick people who don't need any customization and I think that is one of the key points. Cara Delevingne is a true British woman and she has true British style - a classic beauty and she also has this imitable attitude. She has had a very fast rise to stardom, it's been meteoric and she is extremely compelling and loved by the younger generation, which is a key, core target for the brand. She has this quite unique look because it's always bold, very trendsetting and very personal."
Cara will be seen in DC Comics film 'Suicide Squad' later this year and is currently shooting science-fiction film 'Valerian and the City of a Thousand Planets' alongside Rihanna, Clive Owen and Ethan Hawke, which is set for release next year.