[sw_main_photo src=”http://img2.timeinc.net/people/i/2014/stylewatch/blog/141117/lea-t-600×800.jpg” width=”800″ height=”600″ alt=”Redken Lea T” caption=”Redken Lea T” credit=”Courtesy Redken”]
Global haircare line Redken has had a slew of beauties represent its brand, but the most recent one is making waves. And we don’t just mean of the loose and lovely hair variety (though she’s got that, too).
Redken Fifth Avenue NYC has named transgender model Lea T as the star of the brand’s latest campaign, bringing diversity to an industry that has been criticized for not having very much at all.
“Announcing Redken’s new muse, Brazilian model and anti-bullying campaigner Lea T,” the company posted on its Instagram account. “Lea T. will showcase her lust-worthy haircolor for an exciting new innovation from Chromatics haircolor. Stay tuned for more!”
The Brazilian fashion model, born Leandro Cezero, also shared the news on her Instagram page (http://instagram.com/p/u-yT14t_Rt/?modal=true) along with a photo from the campaign writing, “I’m so excited to be the new face of Redken!”
Added Redken general manager Leslie Marino, “Lea T is a true pioneer for beauty. She shares Redken’s vision of global beauty, and has a unique sense of self and a beauty that is undeniably her own.”
In a statement, T echoed her enthusiasm for her new gig. “We’re all people with our own personality, our own beauty, our own life,” she said. “I love working with Redken because they appreciate all kinds of beauty. They believe in the individuality of the person, and I think that’s really important.”
T has previously starred in campaigns for Givenchy, as well as Brazilian brands including Blue Man and Alexandre Herchcovitch.
What do you think of her first ads?