8 December 2016
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Academy Award Nominee and platinum recording artist Hailee Steinfeld has been named the new face of the Reef Escape Collection.

Steinfeld will appear in imagery for the collection’s campaign as well as in-store and online, in addition to media and event appearances.

Inspired by “vintage California,” Reef Escape offers “simple, neutral colors juxtaposed with bold, unpredictable prints to fit any occasion designed with sophisticated fun in mind,” according to a company representative

“Hailee is the perfect embodiment of the Reef Escape ethos of being confident, spirited, spontaneous, fun and stylish,” said Mike Matey, VP marketing at Reef. “She’s an aspirational and positive role model for young women around the globe, and we couldn’t be more thrilled to have Hailee as the face of our revolutionary new sandal line.”

“I grew up in California and Reefs were a part of our daily uniform. The comfort and classic style that Reef brings to sandals is inimitable and I’m excited to represent a brand that has been a part of my life for as long as I can remember,” said Steinfeld.

Growing up in the greater Los Angles area in places such as Agoura Hills and Thousand Oaks, the California native Steinfeld recalled “ a big pile of Reef flip-flops at the bottom of the staircase in our house for each member of the family.” She recently shot a campaign for the brand with photographer Yu Tsai, who Steinfeld called “one of her favorites” that will launch alongside the sandals on the Reef web site in January. The shoot didn’t take place on a beach as one might expect but was shot indoors in order to help set a fashion mood.

Said Steinfeld: “I was really excited to work with Yu and the photos looked like nothing else I had done before. Mixing California beach style with my personal style shows just how versatile these sandals are.” Representing the brand is a source of pride for the actress and singer and perhaps the ultimate payback for her “loyal customer” status. She also hopes those who follow her music and movies will feel the way she does about Reefs.

Mike Matey, Reef’s vice president of marketing, is hoping for the same. He said Steinfeld possessed just the right amount of star quality the brand was looking for. According to Matey, “We wanted to align with someone familiar with the brand who has worn it and embodies the bold, up-for-anything, spontaneous spirit of the sandal” as well as having not too many endorsement deals.

Reef Escape launches online and at select retailers in January 2017.