Leading professional hair care brand, John Paul Mitchell Systems® (JPMSTM),has announced in the last couple of days that style icon Winnie Harlow is to be its new Global Ambassador.
The brand’s 2021 campaign—shot by renowned photographer Micaiah Carter— celebrates the power of self-expression through hair, inspiring consumers to embrace their distinct beauty and explore their personal style.
“Expressing myself through hair is a fun experience that represents different stages in my life. I get to create new personas, personalities and characters with every look—from super sexy with long, straight hair, a chilled-out feel with curly waves, and a little tomboy with a short cut,” comments Winnie, who is known for breaking the beauty mould and following her own path as a successful model and activist, with a tie to hair since childhood. “Partnering with an iconic brand like Paul Mitchell is close to my heart, as my mom was a hairdresser growing up. I loved seeing her transform a client’s hair, put a smile on their face, and leave them happy and ready to rule the world,” she continues.
In addition to the partnership with Winnie, JPMS is announcing her hairstylist César DeLeön Ramirêz as Brand Ambassador. The new campaign will feature a variety of looks César created especially for Winnie. César’s work has adorned hundreds of covers and spreads in leading magazines such as W, Elle, Vogue, Harper’s Bazaar and GQ. He is a 2020 Hollywood Beauty Award Winner, a Beauty Director and has a long list of celebrity clients, including Ciara, Kylie Jenner, Kim Kardashian, Ariana Grande, Karol G and more.
Paul Mitchell has been a forward-thinking brand for over 40 years that encourages everyone to see their hair as a way to express individuality and confidence.
“Winnie is a remarkable woman that inspires people to be fearless and live beautifully. She truly exemplifies our ethos and we are thrilled to welcome her to the Paul Mitchell family,” concludes Michaeline DeJoria, JPMS Vice Chairman.
The Winnie Harlow x Paul Mitchell campaign will be featured across media platforms and PaulMitchell.com starting February 1, 2021.
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