Saturday, January 15, 2011

Campaign Queen

Puerto Rican-born Joan Smalls has proven that hard work and persistence pay off by scoring the ultimate campaign trifecta. Smalls is the latest model to join the Estee Lauder stable of beauties, becoming the first black face to sign with the brand since Liya Kebede's contract ended in 2008. Smalls joins fellow models, Hilary Rhoda, Constance Jablonski, Liu Wen and Carolyn Murphy as a global ambassador and spokesperson for the cosmetics giant.

Smalls reveals to Vogue; "When I found out, I was in my hotel room in Milan during Fashion Week. I started jumping on the bed like a little girl. The hardest part was keeping it a secret - even from my parents." Smalls adds that "For me, Estee Lauder represents real beauty. It speaks to every ethnicity and age group. I am looking forward to creating beautiful images and empowering women." Aerin Lauder, Estee Lauder's senior vice president and creative director, has lofty praise for Smalls; "She is a great addition to our global faces. Her smile, warmth and positive energy are perfect for the Estee Lauder brand." Smalls will make her debut for Estee Lauder's make-up and skin care campaigns in May 2011.

In the meantime, Smalls can also be seen in the Spring/Summer 2011 campaigns for Gucci and Roberto Cavalli. The campaigns mark Smalls as a clear contender for supermodel status, capable of combining high fashion moxie with commercial selling power. Currently ranked at number 7. on the models.com list of top 50 models, Smalls no doubt has her eye on the number 1. spot.


Joan Smalls
Purple Fashion Magazine
Photographer - Olivier Zahm

Paris Vogue - upcoming issue
Photographer - Mario Sorrenti
Source - Joan Smalls Facebook fan page

Estee Lauder
Photographer - Unknown
Source - fashionologie.com

Gucci SS2011
Photographer - Mert Alas & Marcus Piggott

Roberto Cavalli SS2011
Photographer - Mert Alas & Marcus Piggott

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