Marc Jacobs Beauty to debut 2019 campaign with Irina Shayk in Russia

By

Gabriella Lacombe

Published
Dec 19, 2018

Marc Jacobs Beauty will debut its newest campaign, featuring Russian model Irina Shayk, in Russia on January 14.

The new campaign, which introduces Shayk as the face of the beauty brand for the new year, is set to be unveiled at Sephora Russia, alongside a dedicated animation. In addition, Shayk will make a public promotional appearance at Moscow's Sephora store on January 26. 

"When we entered Russia earlier in the year, we knew we wanted to have someone who inherently matched the beauty and strength of the region," said Tara Loftis, vice president of marketing at Kendo Brands, Marc Jacobs' partner for its beauty business. "Irina was a natural choice, and we're thrilled to add her to the group of impressive women who have represented Marc Jacobs Beauty."  

Kendo Brands, a subsidiary of the LVMH Group, acts as the luxury company's incubator for new beauty brands. In addition to Marc Jacobs Beauty, the company also collaborates with labels including Rihanna's Fenty Beauty and Kat Von D Beauty. 

Shayk joins the likes of Jessica Lange, Edie Campbell, Kaia Gerber, Adwoa Aboah, and Lila Moss as a face of the beauty brand. 

Brands from Kendo's portfolio are currently distributed in 35 countries.