Revlon is perhaps the face of classic, elegant cosmetics. Founded over 90 years ago, Revlon was ranked as the 23rd largest beauty brand globally in 2023. Despite this impressive number, the company is still navigating some major changes, including filing for Chapter 11 bankruptcy in 2022. Now that the company has stabilized their profits, they’re re-emerging as a leader in the cosmetic industry thanks to a call to action from luxury fashion designer Christian Siriano.
On August 19, Siriano posted a now viral video on Instagram in search of a makeup sponsor and artists to support his fall season line at New York Fashion Week (NYFW) on September 6.
“Come join us backstage this season as we are looking for anyone from any city that has a dream of doing makeup,” he captioned his post.
Siriano, who rose to fame as Project Runway’s youngest winner at just 21 years old, is renowned in the luxury fashion world. He’s designed multiple costumes for Disney projects and was named one of TIME Magazine’s most influential people in 2018. That being said, Siriano was disheartened to have multiple makeup brands pull out of his fashion show this season.
Luckily, Revlon stepped in to help. After a 10-year hiatus from NYFW, they’re making a comeback. They sported looks for Oscar de la Renta, Rag and Bone and Jonathan Simkhai during the 2014 NYFW and will sponsor Siriano this year.
“Christian’s heartfelt message, and his approach of sort of flipping fashion week upside-down resonated with Revlon; we are flipping our brand upside-down as well,” Revlon’s Chief Marketing Officer Kelly Solomon said to WWD.
Though Revlon has historically targeted millennials as their primary customer base, the company is revamping their business strategy to appeal to Gen-Z makeup users too. Last year, the company named 22-year-old TikTok influencer Nailea Devora as their ambassador.
Along with recruiting younger faces, Revlon is increasing their “digital” presence. Since the rise of newer brands like Fenty Beauty (2017) and Kylie Cosmetics (2015), Revlon has seen a decrease in global influence and overall sales, hence their downscale in fashion events after 2014.
“A ton has happened in the last 10 years since Revlon has been at fashion week on the runway… we wanted to return at the exact right moment, with the exact right partner,” Solomon added.
This new collaboration will be iconic and nostalgic for fans of Revlon. The makeup brand already posted a Tik Tok captioned, “NOT A DRILL! See you backstage at the SS25 show on September 6th!”
Plus-size model Ashley Graham responded to the video, commenting, “Yes this is major fam!” along with hundreds of other enthusiastic comments.
Siriano said his NYFW show will be all about elegance and glamour, including Revlon products like the Illuminance Gel Serum Brush and Super Lustrous The Gloss, the latter of which comes in 20 shades.
Though viewers won’t be able to digitally see the shows live unless they’re at the New York Rockefeller Center, a full schedule of the week can be found here. The first show will be this Friday, September 6 and end on the 11th. Stay tuned as the N’Crew rounds up the best looks from this season’s show!
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