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Transgender model Andreja Pejić told Vogue in April that she landed a contract with cosmetics company Make Up For Ever, and now in the same week as the reveal of Caitlyn Jenner's Vanity Fair cover, Make Up For Ever is releasing images from the campaign. The brand and Pejić both posted a video from the "Be Bold. Be Unexpected. Be You" campaign on their social media channels. Pejić, who walked runways for both men’s wear and women’s wear prior to her gender-confirmation surgery last year, is joined in the ads by actress and street style fixture Jamie Chung. Pejić is reportedly the first ever transgender female model to land a makeup contract.
"Andreja epitomizes beauty and personal strength and is committed to living the life she wants," Make Up For Ever's US general manager Laure de Metz told WWD. "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."
"It’s a dream to have a cosmetics contract as my first major campaign as a female model, and that it is with Make Up For Ever, a brand that stands for helping people feel confident in expressing themselves, is beyond words," Andreja Pejić said. "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."
The campaign will launch on July 16th at all Sephora stores in North America, according to WWD, and will be featured in Sephora windows August 12th through August 26th. Look for print ads in issues of magazines like Allure, InStyle and Marie Claire.
We are thrilled to announce our #BeMAKEUPFOREVER campaign that celebrates individuality & self-expression! We are partnering with 3 incredibly talented influencers: transwoman and supermodel @andrejapejic, actress and fashion blogger @jamiejchung, and #MAKEUPFOREVER Pro Consulting Artist, @melaniemakeup to live out loud: Be Bold. Be Unexpected. Be You. Double tap if you want to see exclusive campaign images!