Alexa Chung has no doubt appeared on many, many hairspiration mood boards over the years, and now her extremely good hair is finally paying off in the form of an official beauty contract with L’Oréal Professionnel, the in-salon arm of L’Oréal hair care.

The model/personality/ultimate “It” girl took to Instagram to share the news — and a campaign photo, featuring Chung in a metallic moto jacket with extra-shiny hair.

“Woop woop! Very happy to be joining the @lorealpro family this year,” Chung wrote in the caption that accompanied the post. And then, never one to miss a chance to let her sparkling personality and wit come through, she added, “Presumably because I pretend to be French a lot, I am the muse for their #ParisianNudes collection.”

According to a post on the brand’s own Instagram feed, the Parisian Nudes collection is “a very new multi-tonal technique for unique Parisian style nude hair colour,” and it’s available only as an in-salon service.
L’Oréal also released a video spot for the campaign via social media, showing Chung and her fantastic hair behind-the-scenes during photo shoots.

This isn’t Chung’s first beauty campaign — in fact, it’s not even her first for L’Oréal, though it’s been a while. Back in 2013, Chung fronted the brand’s Iona color line, and she also sung L’Oréal Professionnel praises in her 2014 Top Shelf on Into The Gloss, listing True Grip and IONAColor Care amongst her go-to products.

L’Oréal Professionnel has somewhat of a thing for Instagirls lately; back in February of last year, the brand named Hailey Baldwin and Taylor Hill as faces. It seems that not much became of that partnership after the initial announcement and ad spot, so it will be interesting to see how Chung’s new partnership with the brand will evolve over time. L’Oréal Professionnel’s announcements touch on the fact that Chung’s relationship is a collaborative one and also specifically note that she’s “joining the family this year,” so that certainly sounds like the basis of a somewhat meaningful and lasting arrangement.