Going street
THE underground New York artist, Indie184, is set to use her unique artistic perspective to dream up edgy beauty looks that can be recreated with Rimmel products, and she will consult on brand content creation from February onwards. Her body of work, which links both art and beauty and is characterised by vivid colours, bold graphics and stylised images of prominent women, has its roots in graffiti culture and has been exhibited in galleries and museums worldwide, including El Museo del Barrio in New York City and Völklingen Ironworks Museum in Saarbrücken, Germany.
“As an artist, I have always appreciated the individuality that comes with creating a makeup look,” said Indie184 in a statement. “Rimmel London is committed to utilising makeup as a creative tool and finding beauty in the unique.”
“Indie184 is an amazing artistic talent and we are thrilled to have her creative mind as an asset to the brand,” added Chandra Coleman, VP of US Marketing at Rimmel London. “Her work epitomises the notion that beauty is art and art is beauty. Rimmel is all about redefining beauty standards and using our products to create your unique, bold and edgy look.”
The move is part of the brand’s strategy to adopt an edgier image, particularly within America, an approach that was adopted last year with the launch of its “Edge Your Look” campaign, which has since led to a “Street Beauty” movement that seeks to help beauty fans and consumers celebrate local trends emerging across America.