Ka-ching! Tommy Hilfiger has signed model-of-the-moment Gigi Hadid as the brand’s new ambassador. But this is more than the usual ‘face of’ deal. As a part of the new vision for the Hilfiger brand’s women’s offer, Hadid will launch her first ever capsule collection, including clothes footwear, accessories, as well as fragrances in collaboration with the designer.

This is pretty big news. We’re used to hearing about new brand ambassadors and all the claims about how special they are and how much they represent the values of the brand. But this goes much deeper and is something of a trend.

Only this week OPI named Kerry Washington as its own new brand ambassador and outlined a deal where she’ll be responsible for co-curating nail lacquer shades and developing shade names, as well as sourcing inspiration for and consulting on various aspects of creative for the company.

The Hilfiger-Hadid deal, meanwhile, will see her launching the capsule collection for AW16. It will cover women’s sportswear, footwear and accessories, and include watches and sunglasses, as well as a new fragrance designed to combine “Hadid’s unique take on modern style, fused with Hilfiger’s signature ‘classic American cool’ heritage.”

Hilfiger said Hadid’s ambassadorship reflects the company’s strategic commitment to expanding its women’s businesses globally. While already a significant contributor to global revenues, it said there’s a strong potential for additional growth across all women’s categories. The expansion strategy encompasses design direction, store design, merchandising, presentation and communication to present a fresh new vision for Tommy Hilfiger womenswear.

Why Hadid? Well, she’s been dubbed a “social supermodel” due to the incredible reach of her social media channels. She has over 10 million followers on Instagram alone. She’s also excelled in a more traditional way and has appeared on the covers of Vogue, W, Harper’s Bazaar, Elle, TeenVogue, Numéro, Schön!, and CR Fashion Book, among others, as well as appearing in music videos and TV shows around the world.

The collection and fragrance campaigns will be photographed in early 2016 in New York City, and will break globally in autumn 2016 with dedicated print, online and out-of-home media placements worldwide. Hadid’s campaign will run alongside the brand’s seasonal advertising and dedicated men’s tailored and underwear campaign with brand ambassador Rafael Nadal.