The model and entrepreneur has a new gig for Express denim

By Catherine Kast
Updated July 13, 2016 01:00 PM

Courtesy Express

Another day, another new gig for the epically busy model and entrepreneur! Karlie Kloss is the star of Express‘s new #ExpressLife campaign. Although Kloss has modeled for the brand for a couple years, she’s now a brand ambassador, creative consultant and yes, a face of the line. And she thinks the partnership is a perfect fit. “I’m a t-shirt and jeans girl, I really am,” she told PeopleStyle on the set of the shoot in New York City. “It’s real!”

The campaign features Kloss rocking six new denim styles that span every type of vibe: The High Rise Released Hem Legging, the Mid Rise Girlfriend Jean (their spin on the boyfriend silhouette), the High Rise Pieced Jean Legging with a center seam detail, the dark-wash High Rise Crop Legging and the High Rise Bell Crop Jean (or a cropped flare). There will also be video ads which will feature interviews with Kloss about her busy life and how her work in fashion fits into it.

Courtesy Express

The series is shot by Dutch fashion photographer duo Inez and Vinoodh, who Kloss calls “incredible.” “They absolutely are the masters of is light,” she says. “One thing I’ve just learned from them and just through the years is how to use the light to your advantage. Whether that’s taking a selfie or taking a photograph, try to find the natural light. In a photograph, light is what makes it.”

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Says Kloss, “I think denim is a really hard thing to master. I feel like when you find the perfect pair of jeans, no matter where you find them, when you find the pair that fits your body, that flatters whatever it is you want, buy multiple pairs of them. That’s what I do. I just think good denim is hard to come by and when you find it, invest.” Her personal fave silhouettes? “I love high-waisted anything because you just feel tucked in. It’s a great feeling,” she says.

Courtesy Express

And though she’s a runway veteran and famous for her high-fashion career, these days she’s photographed just as often wearing laid-back looks (she really does wear sneakers with everything) on streets of New York City, where she lives. “I like to pair highs and lows. Something a great designer bag with my favorite Express blouse and my favorite sneakers. I think that’s the way that women dress today,” she says. “I think it’s like modern and cooler when you mix. I don’t think anybody really wears outfits, outfits. I grew up going to the mall with my sisters for fun. I love finding pieces that are really chic and cool but affordable, like a t-shirt that costs less than my coffee. That’s the way that I shop and that’s what I think is coolest.”

Tell us: What do you think of Kloss’ new campaign? Are you a fan of her off-duty style?

–Catherine Kast