![]() Read more How Jon Buscemi Became Hip-Hop's Newest (Sneaker) Muse Gager, who joined MAC in 1999 and has been instrumental in helping the brand raise more than $400 million for AIDS research through the MAC AIDS Fund, speaks with Billboard about the launch. The first-time opportunity to collaborate with a major brand, Dej Loaf notes, was "a big first step" and entryway into a new creative medium. The product rollout will occur first with Tinashe’s "Times Nine Palette" of eyeshadow, followed by Halsey’s matte gunmetal lipstick, Dej Loaf’s rosy-nude lip glass, and Lion Babe’s shimmery gold Liquidlast Liner with prices ranging from $15 to $32. "Plus you've got someone that has blue hair." They run the gamut, but obviously they're hitting different people in terms of who listens to their music," he notes. ![]() "They were each very distinctive personalities. See more About Last Night: Penelope Cruz Goes Green Kate Mara's Sheer Stunnerįor the debut capsule, Gager worked with artists Tinashe, Dej Loaf, Lion Babe's Jillian Hervey and Halsey - most of whom landed on the Billboard charts for the first time last year. "We’ve always done that sort of thing with fashion designers, and to me, it’s most interesting to introduce these artists, as well as our MAC fans to new people." ![]() "It feels like a great thing to be able to support artists who are breaking through but aren’t necessarily at the top top, to push them forward," MAC senior vp and group creative director James Gager says of the initiative. On March 17, MAC will launch Future Forward, the first of an ongoing series of collaborations and campaigns that spotlight newer talent. But the makeup brand, which launched in 1984 at a Toronto department store and was acquired by Estee Lauder in 1994, is about to shine the spotlight on a different sector of the music industry. There was Lady Gaga’s 2011 Viva Glam campaign, Mariah Carey’s champagne-hued lipstick this past December, Nicki Minaj’s hot pink lip glass, Lorde’s Pure Heroine gothic plum lipstick, Rihanna’s topless campaign and Miley Cyrus’ tongue-flashing Viva Glam campaign video, to name a few. MAC Cosmetics and boundary-pushing pop ingenues have always gone together like two peas in a collaborative pod.
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