Make Up For Ever just revealed its first social brand campaign—the "Be Bold. Be Unexpected. Be You." campaign promoting self-expression—and it stars none other than transgender model Andreja Pejic, alongside Once Upon a Time actress Jamie Chung.
While the campaign does not officially launch until July 16 (with events at Sephora stores), the first photos have been released, along with a fierce video starring both beauties. Chung looks gorgeous working the brand's technicolor palettes, but Pejic deserves a special round of applause here, as her inclusion marks the first time that a transgender model has starred in a major cosmetics campaign.
"Being bold is about freedom," the recent Vogue model said in a statement. "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 campaign."
Chung is proud to be included, too. "Make Up For Ever is inspiring people to do the most important thing in life—to love and accept ourselves, and celebrate our individuality," she said in a statement. "Everyone should be proud of that and I’m proud to be part of a campaign that stands for that."
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