Sequential Brands Group named rising singer-songwriter Tori Kelly as the new face and ambassador of its William Rast brand, the denim and lifestyle brand co-founded by fellow musician Justin Timberlake and Trace Ayala.

Kelly’s first official appearance as brand ambassador came during a special live performance at Fashion Group International’s Night of Stars gala where Justin Timberlake received the Lord & Taylor Fashion Oracle Award. Kelly paid tribute to the brand co-founder by delivering a surprise performance of his song “Suit & Tie.”

“William Rast is an incredible brand and I am a huge fan of their edgy designs,” Kelly said in a press release. “The brand is rooted at the center of music, so this partnership felt seamless for me and I am honored to be a part of it.”

Kelly will star in William Rast’s Fall ’15 and Spring ’16 ad campaigns set to launch in select traditional and digital media outlets, on billboards and in retailers such as Lord & Taylor.