Kiko Milano has named singer Madonna as its Global Brand Ambassador to fuel the Italian make-up brand’s next phase of growth, which includes entering US retailer Macy’s.
Known for hits such as Vogue and Papa Don’t Preach, Madonna will feature in a new campaign called “The Kiko Show”, which the brand described as “a story of identity, audacity, [and] passion”.
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Shot by Brazilian fashion photographer Rafael Pavarotti and with Marcelo Gutierrez – Kiko Milano’s newly appointed Global Makeup Artistry Creative Director – leading creative make-up direction, the campaign sees Madonna captured moving against vibrant LED walls.
The singer shifts through “high performance beauty personas” which aims to deliver a message of empowerment.
Madonna’s new single with singer Sabrina Carpenter, Bring Your Love, has been remixed by renowned music producer Stuart Price for the campaign.
“Madonna is the blueprint,” said Drew Elliott, Chief Brand Office of Kiko Milano.
“She is everything.
"Working with Madonna let us push Kiko Milano to the next level.
“It is designed to demand an audience, just like our muse and just like the products themselves.”
The campaign is designed to showcase the brand's philosophy, which is “driven by the belief that smart girls do not overpay”, and highlights its commitment to “creating Italian-engineered formulas, with trend-led products accessible to everyone”, the brand said in a statement.
“It is all access make-up: high performance quality without the markup.”
The idea for the campaign centres on the question “have you met Kiko?”, with Madonna demonstrating that “she is the ultimate embodiment of ‘Italianity’”, the brand said in the statement.
“She is playful. She is impossible to ignore. She is Italian. She is global.”
Further activity with the singer is also in the pipeline.
“The Kiko Show has just begun, and we have more up our sleeves,” said Elliott.
The move comes as Madonna prepares to release a new album, Confessions II, on 3 July.
The singer has also teased the album drop with the release of a 14-minute star-studded film, which includes Carpenter, actor Benedict Cumberbatch and model Kate Moss, as well as several other famous faces.
Madonna’s new album is a follow-up to her 2005 album Confessions On A Dance Floor.
In the new campaign for Kiko Milano, Madonna wears pieces from her own Confessions Tour archive, along with archival YSL by Tom Ford pieces, styled by Sadie Davies.
Launching globally from 8 June, the campaign marks a “new chapter” for Kiko Milano in the US.
The brand is set to launch at US retailer Macy’s, starting with three stores: Herald Square, New York City, Manhasset, New York and Tysons Corner Center, Virginia.
A wider rollout across Macy’s stores will follow in the coming months.
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