Andreja Pejic, a famous Australian trans-gender model of Serbian descent, has just scored her very first major beauty contract. Make Up For Ever and Andreja Pejic have recently announced their collaboration on the cosmetic campaign named Be You.
The upcoming campaign, with a catchy tagline “Be Bold. Be Unexpected” is the first major cosmetics campaign featuring the first transgender female model. Andreja is a transgender woman, who, until last year, was portrayed as an androgynous male model. After the last year’s gender-confirmation surgery, she took a part in major fashion campaigns, including Marc by Marc Jacobs, Giles, and Jean Paul Gaultier. This year, with the Be You campaign, Andreja celebrates the transforming nature of makeup, living life by her own rules, and her commitment to self-expression: “Being bold is about freedom. It’s hard for anyone to grow up and not be afraid of what others think. Makeup 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.”
As Laure de Metz, general manager for Make Up For Ever, explained for WWD: “Andreja epitomizes beauty and personal strength and is committed to living the life she wants,” said de Metz. “She has made some incredibly bold decisions in her life and we celebrate her commitment to be true to herself. Make Up For Ever embraces and encourages personal transformation we all make throughout our lives.”
The makeup looks for the campaign, which are created by Mélanie Inglessis, are also promoted by actress and Instagram star Jamie Chung. The collection is launching on July 16 at all Sephora stores in North America, with limited-edition eyeshadow palettes tailored by Pejić and Chung, The palettes are priced at $48 each, and they feature four full-sized shades. Stay tuned for more information...