Selena Gomez will now be adding Coach Brand Ambassador to her already impressive resume. The singer, actress, and most followed Instagram user (103 million followers and counting), revealed late last week that she is now adding the Coach brand to her list of conquests.

Selena steps in and helps Step Up

Selena will not be developing a new line, as initially reported by sources, but rather acting a Brand Ambassador, much like current Coach gal Chloë Grace Moretz. She will likely be the face for the brand's social media and advertising campaigns as well as partner with the Coach Foundation's Step Up, their philanthropic initiative dedicated to helping underprivileged youth.

"I am so excited to work with Coach and love the clothes and accessories designed by Stuart Vevers," Selena said in a statement. "I am especially looking forward to becoming involved in the foundation's support of Step Up."

Selena is known for her many talents. But also for her authenticity and openness with her fans about her struggles and insecurities. She gave a very heartfelt speech at the American Music Awards in November, and that kind of honesty resonated with many, including big brands like Coach.

According to Vever, Selena truly embodied all of the qualities of the woman he designs for, including honesty, authenticity, and a cool and confident attitude. He was especially drawn to her strong passion for Coach’s philanthropic vision, making her a true Coach girl.

A smart move for Selena Gomez

Vever is looking to give the 75-year-old Coach brand a revamp, and having Selena sprawled in the social sphere is a smart move in targeting the younger demographic the fashion house is trying to woo.

Coach opened the doors to its new international flagship in New York City, the Coach House this past November. The chic boutique features an in-house workshop, conveyor belt, and dinosaur mascot Rexy, of course.

With Gomez on the label's side, the future is looking bright for Coach. They are expecting to see significant growth as they move toward a more modern, millennial-friendly audience.

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