Wilhelmina's new face John Ruitenbeek is captured by Jeremy Kost in New York before John, who is a motorcross rider, flew back to Amsterdam for the holidays.

Wilhelmina's new rising star John Ruitenbeek appears in the Fall/Winter 2011 campaign and lookbook for Antwerp-based clothier La Gaviotta, full of warm colors and easy comfort. You might recognize John, who hails from Holland, as one of the models at Michael Bastian's SS12 show last month but with one stark difference, John recently bleached hair and it was a striking platinum color at the Bastian show.