Kipling North America has signed YouTube star Megan Nicole as the face of its back-to-school range. The campaign, titled #Back2Kipling, will include a yet-to-be announced social-media contest, digital and print advertising and in-person promotions.

Julie Dimperio, president of Kipling, cited Nicole’s “individual style, vibrant personality and creative vision” as reasons for signing the aspiring singer. Nicole’s YouTube page boasts more than 2.5 million subscribers, and features videos of the 19-year-old playing original and cover songs.

The Kipling b-t-s collection includes backpacks, cross-bodies and accessories, all done in Kipling’s lightweight crinkle nylon. The range will be available in select Macy’s stores, as well as Kipling stores and online, beginning in July.

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