Model Winnie Harlow is taking the crown as the first-ever global ambassador for John Paul Mitchell Systems.
“My mom is a hairdresser, so hair has always been really important to me and a big part of my childhood, but I never actually thought about doing a hair campaign,” Harlow said in a statement.
“I’ve done many campaigns in my life but none that was specifically about hair. So when the opportunity arose to work with Paul Mitchell and I thought about it, the more it felt like the perfect fit. It rang so true to me and my history.”
Alongside Harlow, her longtime hairstylist, César DeLeön Ramirez, has also been tapped by JPMS as a brand ambassador. And if Ramirez's name rings a bell, it's because he's worked with Beyoncé, Jennifer Lopez and Ariana Grande, just to name a few.
Harlow features in the company’s new 2021 campaign, shot by photographer Micaiah Carter.
“As our first official global ambassador for Paul Mitchell, Winnie is such an amazing representation of not only what we do as a company and who we are as a brand, but of humanity,” said JPMS vice chairman, Michaeline DeJoria.
“I have incredible respect for her as a confident, successful role model, and I love her style and vibe. I admire her fearlessness and creativity for how she embraces self-expression through different hairstyles, making her the perfect fit for Paul Mitchell."
For Winnie, the role is hugely impacted by the role hair plays in her life.
“I think being a woman of color across the entertainment industry, it is something that is overlooked or not considered. Hair is such a big part of our community and, at the same time, not something that many people know how to take care of or style," she said.
"With my job and having to wear various different styles for shoots, fashion shows and editorials, it is so important to find the right hairdresser and to be knowledgeable about your texture and how to style and protect your hair with the right products….I’m really looking forward to working with the team more on campaign shoots, launches, content and eventually events."
"I have so many ideas and concepts that I can’t wait to bring to life. It’s a really exciting partnership," Harlow concluded.