Colour cosmetics brand Make Up For Ever has shared the first images of its new campaign starring transwoman Andreja Pejic and actress/fashion blogger Jamie Chung.
The Be Bold. Be Unexpected. Be You. campaign is the first one ever to feature a transgender model. According to the brand, the campaign was created to encourage everyone to redefine beauty and celebrate the freedom of self-expression.
The campaign, which features the make-up artistry of Mélanie Inglessis, will go live from 16 July to 26 August in-store at Sephora stores in North America and inside JC Penney stores. The campaign will run across social media and video, while Make Up For Ever is also rolling out limited edition eyeshadow palettes ($48) for sale from 19 July.
Pejić said: “My pairing with Make Up For Ever is a match made in heaven. It’s a dream to have a cosmetics contract as my first major campaign as a female model and that it is with Make Up For Ever, a brand that stands for helping people feel confident in expressing themselves, is beyond words.”
“Being bold is about freedom,” Pejić continued. “It’s hard for anyone to grow up and not be afraid of what others think. Make-up helps me express myself and I’ve used it in varying ways throughout my life. I have strived to live life on my own terms, to never have to hide and to never have to feel shame about who I am. I can be proud of that and I’m equally proud to share that message through this Make Up For Ever campaign.”
Make Up For Ever was founded by Dany Sanz in 1984 and sold to LVMH in 1999.