Rimmel London appoints new chief artistic officer

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Rimmel London appoints new chief artistic officer

By Gisselle Gaitan - 01/31/2018
Rimmel London has announced that global street artist, Indie184 has been named the new chief artistic officer for the brand. This news comes on the heels of the New York City-based Coty brand revealing British actress and model Cara Delevingne as its latest brand ambassador and relaunching the Edge Your Look campaign, which promotes a vibe fueled by cultural richness, diversity and a sense of freedom.

[caption id="attachment_581463" align="alignleft" width="211"] Indie 184[/caption]

In this new role, Indie184 will continue to propel the brand's edgy, creative and unique persona while also inspiring consumers to embrace their inner artist when creating their own beauty looks, the company said.

“I'm excited to begin a new artistic journey with Rimmel London,” Indie184 said. “As an artist, I have always appreciated the individuality that comes with creating a makeup look. Rimmel London is committed to utilizing makeup as a creative tool and finding beauty in the unique.”

Together Rimmel and Indie will work on the U.S.-focused Art of Beauty campaign, inspired by the artist's style which is bold, graphic, characterized by bold colors, full of feminine accents and contains stylized images of prominent women from Elizabeth Taylor to Rihanna. Indie will translate her unique artistic perspective to edgy beauty looks that can be recreated with Rimmel products and consult on brand content creation to be rolled out in February, the company said.

Indie has been active in the graffiti culture for over a decade and a half. She quit business college to teach herself to sew, paint and product graphic design. Her work is influenced by abstract expressionism and pop art, Indie's paintings are raptures of color and textures fused with her original graffiti and street art, imagery, and designs juxtaposed with personal messages. She's had her work exhibited in El Museo del Barrio in New York City and Völklingen Ironworks Museum in Saarbrücken Germany.

"Indie184 is an amazing artistic talent and we are thrilled to have her creative mind as an asset to the brand.” Chandra Coleman, vice president of U.S. marketing at Rimmel London said. “Her work epitomizes the notion that beauty is art and art is beauty. Rimmel is all about redefining beauty standards and using our products to create your unique, bold and edgy look. We're so excited about this rich partnership."

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