Global – Beauty talent Isamaya Ffrench’s eponymous brand Isamaya Beauty has launched a new campaign starring actress Julia Fox and model Richie Shazam that takes its visual and cultural cues from BDSM subculture. The campaign features Fox suspended in the air in a vaccuum-pack seal as two figures clad in latex suits approach her. Both carry a suitcase of steel tools and an eyeshadow palette before grabbing Fox's face to apply make-up on her.
This campaign comes one year after Isamaya Ffrench launched her brand, which included a series of penis-shaped lipsticks. These phallic inspirations, however, have been elevated to the next level with this new campaign. ‘This collection is all about celebrating and finding power in non-conformity, exploring individuality and owning it,’ Ffrench told Dazed Beauty. Fox’s previous history working as a dominatrix in the BDSM world and her love for the brand made her the perfect fit for this campaign.
A far cry from the hyper-sexualised content of the 1990s, this campaign accurately depicts and celebrates the BDSM subculture – kinks and all. In Five Beauty and Wellness Brands Exploring Extremes, we looked at how brands are going to bold and daring lengths to capture their audiences. Isamaya Beauty’s campaign expands the visual limits of such work.
Strategic opportunity
The concept of ‘sex sells’ no longer stands the test of time, and brands that wish to use highly sexualised imagery have to consider how to execute their vision while being inclusive, thoughtful and considerate of its impact