Chanel has unveiled Canadian actress Whitney Peak as the new face of its Coco Mademoiselle fragrance. She’s a rising star and landed one of the lead roles in the reboot of the Gossip Girl series, and was also the lead in Hocus Pocus 2 by Anne Fletcher.

The 20 year-old is an interesting choice as she’s still at an early stage in her career, but Chanel sees her as someone who will go on to even bigger things.

Of course, this is likely to be based on her impact for the brand so far as she’s not a completely new face to Chanel. She was brand ambassador for the US market, then muse of the 22 Handbag campaign, and the luxury label is clearly happy with the impact she’s made already.

The company said that her “joy, spirit, and energy are contagious. She is the embodiment of today’s youth whose curiosity, confidence in life, appetite for experiences and lack of preconceptions echo the temperament of the young Coco Chanel. She is the incarnation of Coco Mademoiselle’s original personality, a young woman who moves towards her destiny to become who she truly is and wants to be.”