Liv Tyler was unveiled as the new face of G-Star Raw fashions yesterday at the Mercedes-Benz IMG Fashion week show in New York when it debuted its 2010 Fall/Winter collection.

The actress will not only represent the Dutch brand best known for its jeans, but will continue with her Givenchy contract that she signed in 2009.

On hand to lend their support to Liv:

• Adam Lambert
• Matthew Settle
• Mira Sorvino
• Natasha Bedingfield
• Estelle
• Agyness Deyn
• Tyson Beckford
• Shannon Doherty
• Adrienne Bailon
• Sean Garrett
• Kelly Osbourne
• Robert Buckley
• Terrell Owens

Pictures after the break

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Photos:  Marc Stamas/WENN