John Frieda has tapped Tinashe to be the face of the brand’s latest campaign that celebrates hair, beauty and self-expression.

The campaign, “Hair Talks — Make Your Statement,” is an initiative to uncover untold hair stories, and will roll out all year long through different events and activations.

It looks like 2017 will be a big year for the 24-year-old recording artist, who was recently tapped to star in the Juicy Couture x Urban Outfitters campaign earlier this month.