American retailer, Express, Inc. (NYSE: EXPR) says its brand ambassador Kate Upton will debut her first advertising campaign for Express.

According to the company, the launch of the fall 2014 denim campaign with Upton makes her the first celebrity spokesperson to grace the brand’s advertising in more than a decade.

Upton will celebrate the launch with an exclusive “A Date with Denim and Kate Upton” event at the recently opened Express Times Square store in New York City on Tuesday, July 8th.

Available in-store and online at express.com beginning July 7th, the denim collection features updated fabrics, washes, premium tailoring and new fashion details, giving it a unique take on Upton’s beloved jeans, according to the company.

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“I grew up wearing Express jeans,” said Upton. “When I’m not dressing for the red carpet, I love to dress up in a pair of great fitting jeans and boots. It’s my go-to look.”

With styles ranging from acid wash mid-rise to sleek and sexy indigo high-rise, the collection is an absolute reflection of Upton’s iconic style, suggests Express.

Kate Upton recently appeared opposite Cameron Diaz and Leslie Mann in the Fox hit comedy, “The Other Woman.”

Express is a specialty apparel and accessories retailer of women’s and men’s merchandise, targeting the 20 to 30 year old customer.