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Karolina Kurkova joins the coaching panel on "The Face"

Models Karolina Kurkova, Naomi Campbell and Coco Rocha. CBS/Getty Images

(CBS/AP) Karolina Kurkova will be the third coach on the new reality competition for up-and-coming models, "The Face." She will be working alongside fellow models Naomi Campbell and Coco Rocha, Oxygen Media announced Wednesday.

Photographer Nigel Barker, a former judge on "America's Next Top Model," will serve as host.

The trio of supermodels will scout their own teams and lead them through the sometimes glamorous - sometimes not - world of castings, runway shows, editorial and commercial photo shoots. The last model standing, in high heels, no doubt, will become the spokesmodel for a national brand.

Kurkova wants to be the mentor on TV's "The Face," a mentor that she didn't have 13 years ago when she started modeling.

"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," the Czech-born Kurkova says.

The 28-year-old Kurkova says she went into modeling after training to be a professional gymnast, so she had a strong work ethic and knew nothing is as easy as it looks.

Kurkova has shared the runway with Campbell and Rocha and admires them, although she doesn't know either one well.

"I'm speaking for all three of us: We've had great careers and we want to share what we've learned."

Filming on "The Face" starts in September. The show will air early next year.

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