The Elizabeth Arden brand has been around for decades, but it'll be trying something new this season by naming its first-ever style director. Fashion designer Shoshanna Gruss will fill the role, which includes being a spokeswoman and ambassador as well as designing product for the iconic beauty brand. Gruss was born and raised in Manhattan, which fits right into Elizabeth Arden's New York heritage. She started her clothing line, Shoshanna, in 1998 and has since expanded the brand nationwide. Leave it to Elizabeth Arden to sidestep the typical celebrity or model route for someone more representative of the brand's legacy, a female entrepreneur. Gruss is already slated to create an exclusive cosmetic bag for the brand in late 2014, and we can't wait to see what else comes from this exciting new partnership.