Naomi Campbell attends the series premiere of 'The Face' at Marquee New York in New York City. (February 5, 2013)

Naomi Campbell attends the series premiere of ‘The Face’ at Marquee New York in New York City.
(February 5, 2013)

*Naomi Campbell is headed to Wall Street.

The star and executive producer of Oxygen’s new reality series “The Face” will join her fellow coaches on the show, Karolina Kurkova and Coco Rocha, and host Nigel Barker, to ring the Closing Bell at NASDAQ in Times Square.

Hours after the ringing event, to be held from 3:45 to 4 p.m. ET at 4 Times Square (43rd & Broadway), the seven-episode series will premiere at 9 p.m. As previously reported, 12 hopefuls will compete in an array of challenges designed to mirror the life of a supermodel – from photo shoots to runway shows to commercials for national brands.

Naomi Campbell, Karolina Kurkova and Coco Rocha of Oxygen's "The Face"

Naomi Campbell, Karolina Kurkova and Coco Rocha of Oxygen’s “The Face”

The 12 are broken down into teams of four headed by the three mentor/coaches. Team Naomi, Team Karolina and Team Coco will square off each week in two different challenges, a Test Shoot and Campaign, assessing their fundamental skills and versatility as a model.

“I specifically do teach them how to walk in the first episode,” Campbell told EURweb. “And as all of us three mentors, we teach them how to walk throughout the whole show in whatever they’re having to deal with in wearing. I mean, that’s part of the job. We don’t get to choose as models what designers want to give us to wear in their shows, or to wear on shoots, or to wear period.”

Brand representatives from each challenge along with special guest judges will choose the winning team, leaving each supermodel coach from the bottom two teams to nominate a member of their team for elimination and the winning coach to decide who will be sent home.

naomi campbel the face scene
Campbell may not hurl bedazzled cell phones at the contestants, but the aspiring models do have to absorb her harsh critiques each week en route to the grand prize – becoming the spokesperson and brand ambassador for the ULTA Beauty Fall and Holiday 2013 national ad campaigns.

“I’m the tough love mentor of the three I would say,” Campbell told us. “I praise my girls, encourage them, but also at the same time tell them things they don’t want to hear. Because I’m not going to be with them when they go out into the big wide world of modeling. I’m not going to be with them at every casting. And I want them to know how real it’s going to be.”

Below, Campbell says she teaches her team how to deal with the inevitable rejection they’ll face in the modeling business.