Model Joy McLaren is “thrilled to be the new brand ambassador”
Casio women’s watch brand Baby-G has unveiled Joy McLaren, best known for her participation in 2010’s Britain’s Next Top Model, as its new UK brand ambassador for 2011.
Casio awarded the contract in collaboration with Britain’s Next Top Model, in a competition which saw the contestants strut their stuff on a rooftop in Malaysia, modelling Baby-G watches. The models were joined by Baby-G representative Sarah Salter, who sat on the judging panel with model Elle Macpherson, fashion designer Julian MacDonald, stylist Grace Woodward and male model and actor Charley Speed.
The brand has said "it was clear from the off that Joy’s edgy look shone through", with the model winning the campaign contract and becoming the face of Baby-G in the UK.
Originally from Leeds, McLaren is hoping to "bring some Northern spirit" to the Baby-G brand, which known for its durable, tough styling. McLaren said: “I love the watches because they’re not office-y they are really fun, colourful and come in a nice variety of styles.”
Described as "thrilled to be the new brand ambassador for Baby-G", McLaren is said ro have been an avid fan of Baby-G watches since childhood. “Everyone had a Baby-G at school, but I had to wait until I was in high school”, said McLaren, whose first Baby-G was a bright pink model.