THE WHAT? London-based luxury make-up brand CODE8 has announced British model Alexa Chung as its first Brand Ambassador. 

THE DETAILS The company has kickstarted the partnership with the launch of a new campaign, Beauty Decoded, which aims to showcase the ‘singular and uncomplicated’ message of CODE8. 

According to a press release, “Through flash photography they have created high energy visuals with an ‘on the go’ feel, each telling an instant ‘in the moment’ story. These snapshots reflect the confident personalities of Alexa and the CODE8 brand.”

Speaking about her appointment, Chung stated, “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.
“I am delighted to be partnering with CODE8 whose straightforward approach to beauty is so aligned with my own.”

THE WHY? CODE8 is said to have chosen Chung due to her style being ‘synonymous’ with its brand and values.

Co-founders, Sophia Chikovani and Nadine Ayache said, “Alexa is the perfect personification of the CODE8 mantra #beautywithoutlimits.  We share a belief that makeup 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 CODE8 range and we are delighted to welcome her to our CODE8 family.”