In direct contrast to the many stereotypes (and in many cases, sad truths) surrounding the fashion and beauty industries, MAC Cosmetics is portraying beauty in its own way.
The text underneath the photo reads, “Strike a powerful pose. Stand out and redefine the notion of beauty in a colour collection too irresistible to ignore.”
The style of the photography used in the ad highlights Jelena’s femininity while in no way attempting to hide her incredible physique. The balance of the two goes a long way to show that MAC Cosmetics wasn’t doing this for purely shock value.
A move like this is so risky because in so many Western cultures (among most others), it is usually considered “sexy” for a man to have a sculpted physique while it is often considered “mannish” if a woman has similar features.
Perhaps it’s best that the most widely admired cosmetics company took such a bold stand showing that being thin doesn’t automatically equate to beauty.
It will be interesting to see how the new ad campaign for MAC Cosmetics’ Strength line will be received.