Swarovski, the upscale brand known in particular for their crystal jewelry and watches, has announced that model Karlie Kloss will be the new face of their advertising campaign. Kloss is succeeding Miranda Kerr, who, like Kloss, is a former Victoria Secret Angel.

Swarovski sites the need to appeal more to their North American consumer base as a reason for hiring on Kloss. Robert Buchbauer, the brand’s chief executive officer for consumer goods, believes that Kloss perfectly represents the new direction Swarovski is taking. “We wanted to bring our brand to the next level but also the next generation — we thought that Karlie would be a perfect match,” he said. “She represents a certain openness and a certain mind-set — a new philosophy if you will. She is very fashionable and very beautiful, which is key when you talk about the next generation of consumer — specifically, powerful women who should become our long-term customer. On top of that, we’ve decided to put more emphasis on the North American market and who would be better than Karlie?”

As for Kloss, this is merely another step in a so far promising career which is not simply limited to modelling. She has recently launched and is currently busy with “Kode with Klossy,” a summer camp geared towards teaching teenage girls the important skill of coding.