Authentic Brands Group has named Tyra Banks as the global ambassador for the Nine West brand.

The model, businessperson and television personality will serve as the spokesperson of Nine West’s global campaigns. Banks’ role will see her participate in key brand activations starting this fall and running throughout 2020. Banks was chosen for the position based on her authentic approach that Nine West believes aligns with its mission and values.

“Since acquiring Nine West last July, ABG has been focused on restoring the brand to its former greatness and Tyra is the perfect partner to amplify Nine West’s modern message of celebrating women,” says Natasha Fishman, executive vice president marketing, Authentic Brands Group and owner, Nine West. “Tyra is both aspirational and inspirational and her drive, style and all-around fierceness are unmatched. We are thrilled to bring her voice and modern, feminine attitude to Nine West audiences around the world.”

Nine West will unveil its first fall campaign, “Groundbreakers,” in October then roll out supporting initiatives aimed at honoring its target consumers.

“For years, Nine West has helped women from all walks of life look amazing from the ground up,” says Banks. “It’s both inspiring and exciting to partner with a brand that is committed to empowering the modern woman and giving her the confidence to take on her nine-to-nine lifestyle in the fiercest fashion.”