New York-based footwear brand Sam Edelman has hired the divine Kate Upton to front its new digital and print advertising campaign, lensed by David Lipman.

“It felt like the right time,” said Sam Edelman, designer and division president of his brand. “We had a major ad campaign with Charlotte Kemp Muhl 18 months ago. It carried us for a long time. [By choosing Kate,] it was a hell of a decision to go with an indie girl.” 

Lipman echoed that sentiment. “We chose Kate because she isn’t stick thin. She’s beautiful and all-American,” he said.

The brand went to Upton after she was photographed wearing a pair of Edelman equestrian-style boots. Both Kate and Edelman share a passion for horses, creating a bond that could go further, reports WWD. 

The campaign replaces a 2011 one — not nearly as sophisticated and of Terry Richardson vintage — with Charlotte Kemp Muhl.