Selena Gomez set to be the fashion star of 2017 thanks to collaboration with Coach

Selena Gomez has cemented her status as fashion's new favourite It girl, reportedly inking a deal worth $10million with American design brand Coach. It's a stellar end to a year which has seen Gomez grace her first Vogue cover and be signed as the face of Louis Vuitton, and sets her up as one of 2017's newest fashion power players.

According to Page Six, Gomez will not only be the face of Coach but will also design a collection for the label, news which is sure to delight her millions of fans around the world. The apparent decision to go one step beyond simply signing Gomez as a 'face' and working with her on a collection follows the current trend for more meaningful collaborations between brands and influencers, like Gigi Hadid's ongoing collaboration with Tommy Hilfiger.

And it's a savvy move by Coach. With 104 million followers on Instagram, Gomez is the most-followed star on the social media site. She is also its most-loved. Gomez's account is responsible for eight of the ten most-liked posts of this year, with an image of Gomez holding a bottle of Coke coming in as the most popular, prompting some 6 million people to press the heart button. Shots of her pouting close to the camera, wearing an oversized denim jacket and crop top and wearing a crystal-embellished catsuit on stage during her Revival tour also make the top ten cut.

While Gomez's global fame amongst digital natives in their teens and early 20s is in no doubt, we are now witnessing the star - who started out on Disney's Hannah Montana and Wizards of Waverly Place before seguing into a music career - capitalise on the potential which her connection with those audiences can bring for established fashion names who want to create relationships, and market their goods, to a younger generation.

"Selena is super nice, very low-key and friendly," says Arabella Greenhill, the fashion director and stylist who masterminded Gomez's look for the cover of UK InStyle in January this year. "I told her that my daughter who was 12 at the time was a huge fan. At the end of a long day of shooting, Selena remembered and insisted on making a video for her on my phone - it was real proof of how kind and hard-working she is."

With the help of stylist Kate Young, Gomez has honed a sleek personal style which treads the balance between aspirationally accessible and credibly fashion. "She dresses very appropriately I think," adds Greenhill. "It's about taking something which will appeal to the fan base and making it look cool."

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