The new #HowYouSayit social campaign will encourage participants to share a video pronouncing the name of the brand on Instagram.

Jewelry brand Swarovski has selected American fashion model Karlie Kloss as its new brand ambassador. Karlie was a Victoria’s Secret Angel from 2013 to 2015.

A savvy digital personality with the Klossy YouTube channel, the brains behind the Kode With Karlie scholarship and a philanthropist business woman with Karlie’s Kookies: Kloss is so much more than a supermodel, says Swarovski.

“It’s an honor to join the Swarovski family and to be part of the brand’s long history of bringing elegance to women through brilliant, unique designs,” said Karlie Kloss.

To open up this new chapter together, Karlie and Swarovski created a quirky video, unveiled Tuesday on Swarovski’s social media channels.

The supermodel is captured in a natural and casual mood, getting familiar with how to pronounce the name of the brand, one of web users’ most frequently asked questions.

Karlie is putting the call out to show the world how to say “Swarovski.” The new #HowYouSayit social campaign will encourage participants to share a video pronouncing the name of the brand on Instagram.

Swarovski will then collect the videos together as a fun, inclusive way to help fans master the pronunciation. At the end of the campaign, Karlie might just thank one lucky participant personally.

Founded in 1895 in Austria, Swarovski designs, manufactures and markets high-quality crystals, gemstones and created stones as well as finished products such as jewelry, accessories and lighting.

Photo / Video courtesy: Swarovski