It’s a good hair day for Paris Hilton .

The multihyphenate celebrity entertainer and entrepreneur has a new global ambassadorship for the Paul Mitchell hair care and styling brand. She fronts a campaign that will span the company’s digital, social and in-store touchpoints. It was lensed by Giel Domen and Kenneth Van de Velde.

“Hair has always been a part of my identity. I’ve always loved being blond. It’s always been such a form of self expression,” Hilton said. “I’m very selective about who I partner with, it has to feel real and organic. I look for brands that share my values and have amazing quality, and a story I can connect to. Paul Mitchell is iconic, it’s family-founded, cruelty-free and philanthropic. And I love that they’ve stayed true to themselves while still innovating.

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