An ad visual of Chiara Ferragni for Redken.

Marking a first for the brand, Redken is unveiling a global fashion ambassador during New York Fashion Week.

International style blogger Chiara Ferragni of The Blonde Salad will attend a number of Redken-sponsored shows wearing exclusive styles by Redken’s global styling director, Guido Palau, inspired by the brand’s newest launch, Diamond Oil.

The campaign, called Front Row Facets, which will also include Ferragni’s Palau-created looks at global fashion week events, will be featured in a look book set to roll out this fall. Additionally, Ferragni will be broadcasting from backstage and the front row from all of Redken’s fashion week events.

“Increasingly, user-generated content and media coverage around fashion week is extending beyond the runway and is largely centered around a handful of influencers who resonate globally, said Nathalie Tang, Redken’s worldwide general manager.