Alexa Chung has been appointed as the first-ever brand ambassador for luxury beauty company CODE8.
The British TV presenter, fashion designer, model and DJ has been tapped to front the imagery for the independent make-up brand’s latest campaign, titled Beauty Decoded.
In a statement, Chung explained that she wanted to partner with CODE8 because their “straightforward” approach to beauty aligns perfectly with her own.
“Make-up for me is about accentuating and enhancing your features rather than masking or reinventing them and that’s why I love the campaign imagery so much. It’s serious make-up for people who don’t take make-up too seriously,” the 36-year-old said. “As much as I enjoy putting on a cat eye or a bold lip, for the most part, my approach to beauty is simple and devoid of products that seem intimidating to use and I think that’s mirrored in the ethos of CODE8.”
Sophia Chikovani and Nadine Ayache launched CODE8 a little over a year ago in the U.K., followed by an exclusive partnership with luxury retailer Net-a-Porter in the U.S. The company has since served as the official make-up sponsor for luxury brands like Lanvin, Helmut Lang, and Peter Pilotto.
Chikovani and Ayache wanted to create an uncomplicated, multi-functional, and inclusive line enabling women to develop their own individual beauty ‘code’, regardless of age, skin colour or look preferences, and they believe Chung is the “perfect personification” of their mantra.
“We share a belief that make-up should be effortless, uncomplicated and multi-functional, leaving women more time to make the most of their busy lives. This is the reason we created the CODE8 range and we are delighted to welcome her to our CODE8 family,” they said.
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