Move over, Kendall! Joan Smalls named 'today's top supermodel' by United Colours of Benetton who snap her up for their spring/summer campaign
- 'Highly talented and successful' Joan, 26, was hand-picked by brand
- Will star in four colourful advertisements between February and May
- Puerto Rico-born Joan is one of the world's top models
United Colors of Benetton has hand-picked Joan Smalls to be the face of its bright spring/summer 2015 campaign, describing the model as an 'icon' and 'today’s top supermodel'.
The 26-year-old, who hails from Puerto Rico, looks casual and chic as she poses in the vibrant shoot.
Joan, who has been dubbed a modern day Naomi Campbell, poses on a stool and showcases the Italian label's seasonal offerings, including a bold blue knit and green mini skirt.
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United Colors of Benetton has hand-picked Joan Smalls to be the face of its colourful SS15 campaign
Describing its muse, the brand said: 'Joan is a highly talented and successful woman who reflects the perfect Benetton way of life - Italian style that mixes fashion and practicality.'
The upcoming collection aims to celebrate Italian style and the brand's designers have curated flirty separates to pay tribute to the Italian zest for dressing well, say Benetton bosses say.
Joan stars in the first of four campaigns to showcase the Italian brand's flirty new designs
The campaign was shot in New York by American photographer Cass Bird, who has recently worked for The New York Times Magazine, Rolling Stone, GQ and Paper Magazine.
Between February and May, Joan will feature in four different campaigns for the brand to show off the new collection in all its glory.
Joan's highly successful fashion career began in 2007. Since then, she has walked the runway for the most celebrated designers and fashion houses, featured on the most prestigious covers and appeared in popular music videos, including Beyonce's Yonce video.
Joan, pictured at the British Fashion Awards 2014, was picked by the brand because they believe her to be a 'highly talented and successful woman who reflects the perfect Benetton way of life'
In 2014, Joan topped models.com’s ranking of the 50 most sought-after models, and appeared on the Return of the Supermodel cover of American Elle.
She also made history when she became the first Latina model to represent Estée Lauder cosmetics, interviewing newcomer Kendall Jenner when she joined.
She is also part of the new age of hot, young models and is regularly seen hanging out with Karlie Kloss, Cara Delevingne and Georgia May Jagger.
Models Lily Donaldson, Rosie Huntington-Whiteley and Joan Smalls attend the after party for amfAR's 20th Annual Cinema Against AIDS during The 66th Annual Cannes Film Festival in Cap d'Antibes, France last year
Cara Delevingne and Joan Smalls, who are close friends, dance during Stella McCartney's AW14 show
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