MAC Cosmetics has relaunched their legendary Viva Glam initiative with a slew of fresh new queer faces.
The original Viva Glam campaign starred RuPaul — the first drag queen to be a spokemodel for a major cosmetics company — in 1994. In the 25 years since, Viva Glam has raised more than $500 million in the fight to end HIV/AIDS.
For the 25th anniversary, MAC will expand “the mission of serving those affected by HIV/AIDS to also support other charities within the women and girls and the LGBTQ communities — under the newly named VIVA GLAM Fund,” according to a press release. As part of the anniversary initiative, MAC has created a limited-edition version of the original Viva Glam lipstick to sell alongside Viva Glam II and III, with all proceeds going to the Viva Glam Fund. Supermodel Winnie Harlow is the face of the campaign, recreating RuPaul’s iconic shoot spelling out “Viva Glam” in a series of sickening poses.
For the anniversary campaign, the cosmetics company recruited a crew of 18 “MACtivists,” 18 influencers, artists, and activists that “reflect VIVA GLAM’s expanded mission to support women, girls and the LGBTQ community.”
MAC’s MACtivists include pop sensation Troye Sivan and his boyfriend, model Jacob Bixenman, RuPaul’s Drag Race season 10 winner Aquaria, rapper Princess Nokia, Mari Malek, Dara Allen, Eileen Kelly, Deja Foxx, Lea T, Alex Mugler, Parker Kit Hill. The campaign also features MAC artists Bradley Miller, Nisha Sirpal, Kiekie Stanners, Daiana Gonzalez, Allen Li, Carlisha Gizelle, Schuron Womack.
Watch the first campaign video below.
The Viva Glam collection is available in select stores and online today.