Leading professional hair care brand, John Paul Mitchell Systems® promotes unique and individual style by announcing Winnie Harlow to be its new Global Ambassador.
John Paul Mitchell Systems has always been ahead of the game when it comes to policies concerning global social and cultural issues, from environmental protection to botanical products, cruelty-free stands in their product development, and equal opportunities in their corporate structure and education. Now the 2021 campaign continues to be coherent with the mission and the important values that company has always stood for.
Indeed, the brand’s 2021 campaign—shot by renowned photographer Micaiah Carter— celebrates the power of self-expression through hair as always, but takes the concept one step further by inspiring consumers to embrace their distinct beauty and explore their personal style with stunning images of Winnie Harlow, the brand’s new Global Ambassador.
“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.
Moreover, as a spin-off to the partnership with Winnie, JPMS also announced her hairstylist César DeLeön Ramirêz as Brand Ambassador. With this winning team the new campaign will feature a variety of looks César created especially for Winnie. César’s work has already adorned hundreds of covers and spreads in internationally recognized fashion magazines like 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.
Michaeline DeJoria, JPMS Vice Chairman also commented on this important new image, saying, “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.”
#WinniexPM @winnieharlow @cesar4styles @paulmitchelluk