Winnie Harlow is joining John Paul Mitchell Systems as the company's first-ever Global Ambassador. The brand’s 2021 campaign—shot by renowned photographer Micaiah Carter—celebrates the power of self-expression through hair, inspiring consumers to embrace their distinct beauty and explore their personal style.

“Expressing myself through hair is a fun experience that represents different stages in my life. I get to create new personas, personalities and characters with every look—from super sexy with long, straight hair, a chilled-out feel with curly waves, and a little tomboy with a short cut,” says Harlow.

Harlow is known for breaking the beauty mold and following her own path as a successful model and activist, with a tie to hair since childhood. “Partnering with an iconic brand like Paul Mitchell is close to my heart, as my mom was a hairdresser growing up. I loved seeing her transform a client’s hair, put a smile on their face, and leave them happy and ready to rule the world,” she says.

In addition to the partnership with Harlow, JPMS is announcing her hairstylist César DeLeön Ramirêz as Brand Ambassador. The new campaign will feature a variety of looks César created especially for Harlow. César’s work has adorned hundreds of covers and spreads in leading magazines such as W, Elle, Vogue, Harper’s Bazaar and GQ. He is a 2020 Hollywood Beauty Award Winner, a Beauty Director and has a long list of celebrity clients, including Ciara, Kylie Jenner, Kim Kardashian, Ariana Grande, Karol G and more.