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CODE8 announces Alexa Chung as brand ambassador

Lauretta Roberts
29 May 2020

Luxury London make-up brand CODE8 has announced fashion designer and broadcaster Alexa Chung as its first ever brand ambassador.

The brand's founders Sophia Chikovani and Nadine Ayache said Chung whose career, has spanned television, fashion, modelling and DJ-ing, "fully embodies the CODE8 brand and its values".

CODE8 was launched just over a year ago in the UK followed by an exclusive partnership with luxury online retailer Net-a-Porter in the US. It established a pop-up shop in London's historic Burlington Arcade, which has now become permanent due to its success. 

The brand set out to offer products with high-performance and scientifically advanced formulas with fast application and strong color pay-off. It was created around the principle of universally flattering colour edits for all skin colours and undertones.

Chikovani and Ayache said of the decision to appoint Chung: "Alexa is the perfect personification of the CODE8 mantra #beautywithoutlimits. We share a belief that make-up should be effortless, uncomplicated and multi-functional, leaving women more time to make the most of their busy lives. This is the reason we created the CODE8 range and we are delighted to welcome her to our CODE8 family."

To kick off the partnership, the brand has revealed its latest campaign, Beauty Decoded. The campaign focuses on showcasing the "singular and uncomplicated" messaging of CODE8. Through flash photography it has created visuals with an "on the go" feel.

"Make-up for me is about accentuating and enhancing your features rather than masking or reinventing them and that's why I love the campaign imagery so much. It's serious makeup for people who don't take makeup too seriously," said Chung.

"As much as I enjoy putting on a cat eye or a bold lip, for the most part my approach to beauty is simple and devoid of products that seem intimidating to use and I think that's mirrored in the ethos of CODE8. I am delighted to be partnering with CODE8 whose straightforward approach to beauty is so aligned with my own," she added.

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