US SINGER TINASHE has been announced as one of four new muses for cosmetic giant, MAC.
The 23-year-old singer forms part of MAC’s Future Forward campaign alongside names including rapper Dej Loaf and Lion Babe’s Jillian Hervey.
The Future Forward campaign shines a spotlight newer talent who are making waves within the music industry and pairs then with products they felt “most connected to”.
Tinashe 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,” Tinashe, who is about to embark on a world tour for her forthcoming sophomore album Joyride, said. “I got to design the packaging, pick out the colors and create something that I felt like I would use.”
“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 like people who have something unique about their style,” he went on. “We feel that each one of these young ladies has a unique music sensibility, but also that they are representing their look with a distinct point of view.”
He said “each person was very involved, right down to naming the product shades and thinking about packaging”.