Alexa Chung has signed a brand ambassador deal with London-born luxury make-up brand Code8. The British TV presenter, model, and fashion designer will be the first-ever brand ambassador for the new make-up brand, which launched a little over a year ago in the UK.
With a permanent store in London’s Burlington Arcade and an exclusive partnership with Net-A-Porter in the US, Code8 is quickly gaining traction in the luxury beauty arena.
Explaining why they selected Chung to be the first brand ambassador, Code8 co-founders, Sophia Chikovani and Nadine Ayache said she is “the perfect personification of the Code8 mantra #beautywithoutlimits”.
The added: “We share a belief that make-up should be effortless, uncomplicated and multi-functional, leaving women more time to make the most of their busy lives. This is the reason we created the range and we are delighted to welcome her to our family.”
Chung fronts the latest campaign, Beauty Decoded, which focuses on showcasing the singular and uncomplicated values of the brand. Captured by photographer Letty Schmiterlow with the creative direction of Spring Studios’ George Yandell alongside Sophia Chikovani, the shots reflect the confident personalities of both Alexa Chung and the Code8 brand, we're told.
“Make-up for me is about accentuating and enhancing your features rather than masking or reinventing them and that's why I love the campaign imagery so much. It's serious make-up for people who don't take make-up too seriously,” Chung said.
“As much as I enjoy putting on a cat-eye or a bold lip, for the most part, my approach to beauty is simple and devoid of products that seem intimidating to use and I think that's mirrored in the ethos of Code8.”
The Beauty Decoded campaign has been launched across the brand’s website and social media channels.