The new Marc Jacobs Beauty Spring 2019 ad campaign, which introduces Shayk as the face of the beauty brand for the new year, is set to be unveiled at Sephora Russia, alongside a dedicated animation. In addition, Shayk will make a public promotional appearance at Moscow’s Sephora store on January 26.

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

This is the first official image of the campaign featuring Irina, shot 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,” said Tara Loftis, vice president of marketing at Kendo Brands, Marc Jacobs’ partner for its beauty business. “Irina was a natural choice, and we’re thrilled to add her to the group of impressive women who have represented Marc Jacobs Beauty.”

Shayk joins the likes of Jessica Lange, Edie Campbell, Kaia Gerber, Adwoa Aboah, and Lila Moss as a face of the beauty brand.

Watch behind the scenes as Irina Shayk stars in Marc Jacobs Beauty’s Spring campaign with highly pigmented colors.