Kylie Jenner is lending her star power to Sam Edelman as its new ambassador for the brand’s milestone 20th anniversary year. It marks a very rare move for the entrepreneur, who runs her a handful of her own companies and does not often model outside of them.

Jenner partnered with Sam Edelman for a good reason, though: “I choose to collaborate with brands that align with my personal style and values,” she tells ELLE.com. “Sam Edelman’s commitment to quality, style, and inclusivity made it a natural choice. It’s about finding partnerships that feel authentic and inspiring.”

“This campaign epitomized that fashion is more than just something to wear; it is a source of power,” Jenner adds. Footwear-wise, she modeled everything from the line’s classic Hazel pumps to its edgy Bianka silver slingbacks and new flower-adorned Leana heels. “I love the way each pair fit me flawlessly and instilled a sense of confidence and beauty,” she says.

Co-founder and creative director Sam Edelman explained that Jenner was tapped to be his new face because she is “the complete embodiment of the modern woman: an incredible mother, daughter, sister, friend, and entrepreneur. Having her for this milestone [20th anniversary] year is a true testament to the incredible fashion and momentum we plan to bring to our customers, not just this year, but for many more to come.”

Below, more from Jenner about her history with Sam Edelman, her favorite red carpet look of all time, and how she views personal style.