HARRIS REED

DIGITAL

ART DIRECTION: HARRIS REED + MAC TEAM

01- A

DIGITAL OUTREACH

 

In partnership with the MAC Cosmetics Global Digital Innovation teamI created landing pages and

emails for the launch of a new global collection. The product collection is

a collaboration between MAC Cosmetics and the up-and-coming fashion designer Harris Reed.

HARRIS REED


With the spirit of a revolutionary and enlightenment of a visionary, the

Harris Reed brand and the designer's personal identity are best described

- in Harris Reed's own words - as "Romanticism Gone Nonbinary".

It is a celebration of gender-fluidity

and unapologetic self-expression. Through a "palatial and theatrical" kaleidoscopic lens, Harris Reed gives 

culture a redefining new voice.

MAC COSMETICS


Since its inception in 1984,

M·A·C has prided itself as a champion of inclusivity and acceptanceFollowing in the footsteps of a long history of gender-blurring campaigns

and spokespersons, the new collaboration continues this outlook by truly embodying M·A·C's commitment to being a beauty brand for "All Genders".

01- B

UNDERSTANDING

THE COLLECTION:

FLUID FASHION

 

Gender-fluid fashion designer Harris Reed invites customers / fans to

express their individuality their way with this curated, limited-edition collection inspired by glam-rock romanticism. Soft, angelically Victorian pinks and glam-rock metallics were designed to be fluidly applied with fingertips to eyes, lips and face.

01- C

INTRODUCING

MAC FANS TO

HARRIS REED

 

The Harris Reed Collection is showcased on the MAC website

on its own landing page featuring videos and links to shop for products. Building on the unique aesthetic of Harris Reed, the art direction is expanded to digital platforms and applications.

01- D

ADAPTING THE

ONLINE USER-EXPERIENCE TO

MOBILE DEVICES

 

The Harris Reed Collection

landing page on the MAC

website is adapted to mobile

devices giving the user a

similar interactive experience

as the desktop version. 

01- D

CONTINUING RELATIONSHIPS 

WITH CUSTOMERS

 

MAC loyalists and previous customers are given an exclusive preview and opportunity to shop the collection through launch emails.

Glam-Rock ON! M·A·C x Harris Reed is finally here.

Get hands-on with M·A·C x Harris Reed!

NEXT PROJECT

Ⓒ ESTHER KRUPP DESIGN. ALL RIGHTS RESERVED. 2020