Illamasqua promotes gender fluidity in new Christmas campaign

By Becky Bargh | Published: 8-Nov-2017

Merry Xmas campaign encourages consumers to ‘celebrate without chromosomes’

A post shared by Illamasqua (@illamasqua) on

Illamasqua is speaking out openly about an equal and diverse society in the run up to Christmas.

The UK beauty brand has featured transgender model Munroe Bergdorf, which the brand hired in September, alongside ‘gender capitalist’ Rain Dove to promote its campaign.

“Gender is a comforting thing to some people. And a lot of people are confused by fluidity. I don’t think gender and gender labels are bad, I think that gender reinforcement and limitations are bad,” said Dove.

The Merry Xmas celebrating without chromosomes campaign explores the pre-conceived expectations of beauty, and promotes that gender boundaries do not exist.

It designs its products as gender neutral to allow its consumers to express themselves through make-up whether they have an X or Y chromosome.

Julian Kynaston, the founder of Illamasqua, said: “Males have always appeared in Illamasqua’s campaigns: it’s not even a question.

"But now we’re shining the spotlight on something bigger: it’s not just the role of gender in beauty, but society as a whole.”

Like this story? For the latest in beauty trends, product launches and retail strategy, subscribe to Pure Beauty Magazine. For more information click here

You may also like