Schenelle Dsouza
After Dua Lipa and Zoë Kravitz, French luxury Maison Yves Saint Laurent ropes in Euphoria star Barbie Ferreira as the new US ambassador for YSL Beauty.
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The news which was announced via Instagram highlighted three new products – the new Nu Bare Look Tint Foundation, Lash Clash mascara and Black Opium Eau de Parfum.
A Gen Z magnet
Known for her love for makeup, Ferreira was the perfect choice for the brand to attract a new audience amongst the Gen Z. Her online presence and her vibrant personality influences a huge segment of the young adult population.
“I’ve never shied away from expressing myself through makeup. Makeup is a passion of mine, and I’m so excited and honored to be working with YSL Beauty and the legacy the brand has built,” said Ferreira in a press release.
Kat Hernandez
Barbie Ferreira is best known for her character Katherine ‘Kat’ Hernandez on popular teen drama Euphoria. However, Euphoria isn’t just another teen drama. It steps away from the middling themes of young love and happy high school memories to much darker and more intense scenarios relating to mental illness, physical abuse, addiction and drugs. It translates some of the darkest problems in the lives of teenagers, much of which is relatable for many.
While each character on the show has their own burden to bear, Kat’s struggle is with her physical self. After getting dumped by her boyfriend for gaining 20 pounds at the age of 11, Kat was led to believe that she was unlovable because of her curvy body. And so she spent most of her time living in the shadow of her skinny best friends Maddy and Cassie and writing One Direction fan fiction, which got her popularity but only on the internet. It is only after her unfortunate sex scandal incident, that Kat finally starts to showcase her unapologetic, confident self.
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Doniella Davy who was the makeup department head for Euphoria revealed that each of the characters had looks that showed who they were as individuals. When it came to Kat Hernandez, her look transformed from a simple, makeup-free look to a bold and confident one. She was seen in a confident avatar donning smouldering eye shadow looks, classic red lips and even some experimenting with colours.
Beauty equals confidence?
Makeup plays an important role for Ferreira’s character— Kat, especially after her makeover. Now, when you read the word makeover, it’s easy to jump to the age-old transformative scenario; girlfriends giving their not-so-attractive friend a cheeky makeover, one that almost always turns her into the girly girl. Kat’s transformation, however, is far from that.
Hers is a transformational one, where she goes from a self-conscious fan fiction writing girl to a confident, rather sexualised version of herself. And so, in come the bright face colours, tight corsets and latex skirts.
But does that mean Kat was finally secure about her looks? We’re not so sure. While Kat projects an unfathomable amount of confidence, she is still struggling. Under all her expensive makeover, is a girl who is still vulnerable. Only this time she is successful at hiding it, overcompensating with her newfound sexuality, brand-new wardrobe and vibrant makeup.
YSL Beauty
Ferreira has been in the news recently for her discussion about stigmas surrounding beauty for plus-size women. In an interview with Who What Wear, Ferreira revealed that like her on-screen character, she too struggled with body positivity and self-love, feeling the pressure to be someone who loves themselves.
“I think bigger bodies are not as “trendy” as they used to be, which is sad to me. But it’s more of a conversation on the fact that we all struggle with self-love, and I don’t think any young person has really figured it out yet,” she revealed.
Taking from this, it was her profound self-confidence and ability to stand out that struck with YSL.
“Barbie represents the brand’s vision of the future, pushing boundaries in both culture and beauty with freedom of expression at the core,” adds VP Global Communications and Image, David Iop. “We recognize her as a unique, inspired creative who inspires her community to embrace their edge and individuality.”
Yves Saint Laurent further pointed out that Ferreira’s partnership with YSL Beauty U.S. “further solidifies the brand’s position at the forefront of culture, as she continues to redefine beauty standards through her unique spirit and personality.”
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