Coco Rocha, Karolina Kurkova and Naomi Campbell (Photo : http://oh-so-coco.tumblr.com)

Coco Rocha and Karolina Kurkova will join Naomi Campbell as model coaches on a new model reality show for up-and-coming models.

The show titled “The Face” will feature the model trio as well as photographer Nigel Barker, a former judge on America's Next Top Model, as the host.

“Naomi, Karolina and I will be introducing the girls to some of the very best photographers, stylists and designers in the fashion world,” Coco Rocha stated in her blog Thursday.

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“As the youngest mentor of the three, I have looked up to Naomi and Karolina my entire career and am ecstatic to be able to work side by side with them on this amazing new project,” Rocha said.

“We, as coaches, will scout and choose our teams from aspiring young models nationwide before guiding them through assignments, which include photo shoots, runway shows and commercials for some of America’s best known brands,”

“As mentors to the girls, we hope to impart valuable lessons and skills that will help them through their challenges, giving them an accurate idea of what it takes to have a career as a model and be the face of a brand,” the 23-year-old Canadian supermodel continued.

Rocha, Kurkova and Campbell will scout their own teams of models and lead them through castings, runway shows, editorial and commercial photo shoots, according to The Daily Mail.

The show will produce one winner at the end, and the last model will become the spokesmodel for a national brand.

“I am someone who is nice but I know to achieve something you have to be tough and honest, but you don't have to be mean,” Kurkova said.

“I'm speaking for all three of us: We've had great careers and we want to share what we've learned,” said the 28-year-old model.

The Face is set to begin filming in September and air in 2013.