Model and activist will headline the tanning label’s motivational You Set the Tone campaign
Tanning label St.Tropez has revealed model and body positive activist Ashley Graham as its new Global Brand Ambassador.
In the role, Graham will headline St.Tropez’s motivational You Set the Tone campaign, now in its third year.
According to the PZ Cussons-owned brand, You Set the Tone encourages consumers to feel good, embrace their individuality and glow with confidence.
“I’m so excited to be working with St.Tropez as the new face of their iconic brand,” Graham said of the announcement.
“St.Tropez has always been my trusted go-to for a healthy, natural-looking tan, and I love that the products make it easy and quick to have a natural looking glow year round.
“But for me, it’s not just about glowing skin – having a golden glow on the outside also gives me confidence on the inside. I feel like I can take on the world with a tan!
“I couldn’t be more proud to partner with St.Tropez to kick off a brighter tone for 2021.”
“We’re absolutely thrilled that Ashley Graham has chosen to work with us,” said Jacqueline Burchell, St.Tropez’s Global EVP of Marketing & Product Development.
“We’ve been long-time fans of her positive spirit and motivational work to raise confidence and self-belief in everyone across the world.”
She added: “For so many people, tanning isn’t about how it makes you look, it’s how it makes them feel and we know that self-care, feeling good and looking after yourself is so important, especially with what we are all going through right now.
“There is no better advocate to bring to life and drive our You Set the Tone ethos. We can’t wait for everyone to finally see what we have been working on together.”
The first in-store campaign image – shot by Norwegian fashion photographer and filmmaker Sølve Sundsbø and directed by Michael Nash Associates – launches today as part of a large-scale social and digital-first campaign internationally.