The mass-market beauty company had $96.8 million in sales for the first half of 2016.
Rights groups applaud the decision as a victory for individual and religious freedom.
The campaign is another step in the brand’s reimaging and turnaround efforts.
At 28 years old, he is the youngest to shoot the campaign, which in previous years was shot by Richard Avedon, Helmut Newton and Annie Leibovitz, among others.
One winner will create a print for the designer’s fall collection.
The event is part of a larger strategy by parent GFM Industria SpA to step up the brand’s visibility globally.