Tinashe Named Face Of MAC's 'Future Forward' Campaign

 

"M·A·C pairs up with a powerful generation of women who are reshaping music's future in a series of exclusive collaborations. From the crusading pop up Halsey to the soulful R&B/pop jams of Tinashe and Lion Babe's modern funk to DeJ Loaf's electrifying rap, each visionary female taps into the core of her own creative force through a limited edition colour statement."

On March 17, they'll launch Future Forward, the first of an ongoing series of collaborations and campaigns that spotlight newer talent who are making waves within the music industry. 

“It feels like a great thing to be able to support artists who are breaking through but aren’t necessarily at the top top, to push them forward,” Senior Vice President and Group Creative Director James Gager says of the initiative. “We’ve always done that sort of thing with fashion designers, and to me, it’s most interesting to introduce these artists, as well as our M·A·C fans, to new people."

For the debut capsule, Gager worked with artists Tinashe, Dej Loaf, Lion Babe’s Jillian Hervey and Halsey -- most of whom landed on the Billboard charts for the first time last year. 

“They run the gamut, but obviously they're hitting different people in terms of who listens to their music,” he notes. “I think it shows a breadth of what M·A·C is about. When [the artists] came into the office, they each had unique personalities: one of them was very shy, another very outspoken." 

 The products are a reflection of their differences. 

The rollout will start with Tinashe, who worked on the "Times Nine Palette" of eye shadow ($32; maccosmetics.com), which borrows names for each shade from track names like "All Hands On Deck."

 "I was really intrigued by the chance to bring my creative vision to this," says the R&B artist who is about to embark on a world tour for her forthcoming sophomore album, Joyride. "I got to design the packaging, pick out the colors and create something that I felt like I would use."