Redken has tapped Chloe Nørgaard as the brand’s latest muse.

Nørgaard — a model, DJ and artist hybrid — will appear in the campaign for City Beats, a new semipermanent color range that features bold, vibrant hues, set to launch in October. For the campaign, Nørgaard’s color was made over in a turquoise blue ombré.

As part of her commitment to Redken, Nørgaard, a California native, will highlight a different City Beats color once a month, for 12 months, beginning in October. Twelve is a significant number for the campaign, as the City Beats collection consists of 12 bright hues and is designed to last through 12 shampoos.

In her creative pursuits, Nørgaard is known for her edgy personal style and often changes her color by her own volition. Her Instagram account shows photos of Nørgaard in various shades of blonde, blue, green and pink.

“I love to play with color,” Nørgaard stated today. “I change my hair color whenever I want, depending on my mood, the seasons, my outfit, whatever.”

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Other Redken brand muses include models Lea T, Soo Joo Park, Mariacarla Boscono, Crystal Renn, Suki Waterhouse, Lizzy Jagger and hairstylist Guido Palau, who serves as the brand’s global creative director.

It appears as though Redken has tapped into Palau’s wisdom for the City Beats range. Palau is particularly well-known for his work backstage at fashion shows, and is a vocal proponent of preserving personal style. For Alexander Wang’s Fall 2016 runway show this past February, Palau created unique hair looks for each of the models, going so far as to cut, dye or bleach some of them. The looks were designed to represent youth counterculture style in New York. At the time, Palau told WWD that the idea of individuality and having one’s own personal style be reflective in a beauty or hair look is “modern.”