Shot by fashion photographer Guy Aroch, the latest campaign from Lancaster features Victoria’s Secret sensation and general fashion star Karlie Kloss.

“We were looking for someone that would represent the Lancaster girl here in the U.S.,” said Evelyne Ling, director of US operations. “Our photographer, Guy Aroch, suggested Karlie. It was the perfect fit.”

The choice of the all-American star (who has previously bagged campaigns for Chloé, Oscar de la Renta, Elie Saab, YSL, and Christian Dior among many others) comes as the Parisian brand also looks to expand in the US market, even going as far as adding some additional elements to the designs:

“We showed the collection to different people in the industry because we wanted to be sure we were making the right move,” said Ling. “We had a great response, but also had to make some changes, like adding more color. We really tried to take into account all the feedback.”

Already stocked in luxury multibrands across the country, Lancaster is currently eyeing up suitable spots for a flagship store in Manhattan.