Model Winnie Harlow is the first-ever face of Paul Mitchell and she's excited about celebrating Black hair in its full glory

She's been a force for change since her debut on America's Next Top Model in 2014 and now Winnie Harlow is the new face of Paul Mitchell. 

Today the haircare giant announced that it had signed the style icon as its first Global Ambassador. 

For the brand's 2021 campaign, Harlow was photographed by renowned photographer Micaiah Carter with images that were both a nod to the '90s supermodel and those that reflected Winnie's love of glamorous hairstyles, something she says she inherited from her mother.  

Winnie says in the release: “Expressing myself through hair is a fun experience that represents different stages in my life. I get to create new personas, personalities and characters with every look—from super sexy with long, straight hair, a chilled-out feel with curly waves, and a little tomboy with a short cut.” 

She adds: "Partnering with an iconic brand like Paul Mitchell is close to my heart, as my mom was a hairdresser growing up. I loved seeing her transform a client’s hair, put a smile on their face, and leave them happy and ready to rule the world.” 

Winnie followed this up with a message to her 8.4m followers on Instagram:

"A powerful hair style will make you feel like you can conquer the world. Words cannot describe how happy I am to be @paulmitchell’s First ever Global Ambassador🌎 With the help of Paul Mitchell and @cesar4styles I will show you how changing your hair can change your whole outlook. #paulmitchell #WinniexPM"

The haircare industry finally got the memo about being more inclusive in its representation of diverse campaign models and range of products for different hair types - everything from conditioners that nourish tight coils to the best brushes for curly hair.

Mitchell's decision to really celebrate black hair with a variety of styles is all the more monumental considering race-based hair discrimination is something many women of color still have to contend with on a daily basis. In fact, 1 in 5 Black women feel societal pressure to straighten their hair for work, according to research from World Afro Day and De Montfort University.

Harlow’s hairstylist César DeLeön—additional clients include Beyonce, Jennifer Lopez and Ariana Grande—has also been announced as Brand Ambassador for Paul Mitchell. The new campaign will feature a variety of looks DeLeön created especially for Harlow