ROLE MODEL
In her new position as global brand activist for Rimmel, model and mental health advocate Adwoa Aboah shines a light on people and compassion.
VOGUE AUSTRALIA: You were named Rimmel’s global brand activist in May this year. Tell us about that.
ADWOA ABOAH: “It’s probably the approach that most brands should be having. I do think there needs to be a bridge between brands and what’s happening in the actual world. There needs to be some kind of continuity between the two. I suppose that’s where I come in because of the work that I do.”
VA: What causes are important for you to elevate through your work?
AA: “Mental health, definitely. That’s what [non-profit organisation] Gurls Talk has always been about. I want to bring that conversation to everything I do in the most authentic way possible. It always needs to be community-led; it’s really important to have a look at what people are doing, what they want to see, and what they want to be reflected in a brand. I know how important it was to me as a young person and still is now. I never saw myself reflected in any sort of brand or publication, so I’ve always wanted to have a conversation surrounding that.”
VA: Mental health and beauty are intersecting – why do you think this is?
AA: “I think there is a responsibility. That’s why it’s so great to be working with Rimmel. It would be irresponsible if we didn’t start talking about mental health and self-care. I remember when I bought my first mascara, not knowing who I was and thinking that it was going to make me fit in. The way people approach beauty is so different. It’s not about fitting in. You do you: if you want to wear loads of make-up, that’s great, if you don’t want to wear any, that’s great. But it’s so important to look at the individual and what it means to be a young person now.”
VA: When do you feel most yourself and empowered?
AA: “When I’m doing work with Gurls Talk and for the community. I love being challenged; that always makes me feel empowered, relearning and being rewarded in ways I didn’t even think were possible.”