ART DIRECTION: HARRIS REED + M•A•C TEAM
In partnership with the M•A•C Cosmetics Global Digital Innovation team, I created landing pages and
emails for the launch of a new global collection. The product collection is
a collaboration between M•A•C Cosmetics and the up-and-coming fashion designer 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.
Since its inception in 1984,
M·A·C has prided itself as a champion of inclusivity and acceptance. Following 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".
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.
M•A•C FANS TO
The Harris Reed Collection is showcased on the M•A•C 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.
ONLINE USER-EXPERIENCE TO
The Harris Reed Collection
landing page on the M•A•C
website is adapted to mobile
devices giving the user a
similar interactive experience
as the desktop version.
M•A•C 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!