In 2012, photographer and Nomad Two Worlds founder Russell James entered the world of beauty with his fragrance brand Raw Spirit. Now consisting of six scents and 10 by holiday, the company has named Behati Prinsloo as the first face of the brand.
“For me, Behati just embodied the name, Raw Spirit,” said James, adding that he finds her to be the chicest and coolest hippie he’s ever met. “She’s the right person to do this. When I spoke to her about it, she was extremely passionate and that meant as much to me as her actually doing it.”
James shot Prinsloo for the campaign on the lands of the Seminole Tribe of Florida, where she appears in different looks representing each scent.
“[Russell and I] talked about where to shoot and we both came up with the same answer instantly – the lands of the Seminole Tribe of Florida,” said Prinsloo. “We recently partnered on an art project to celebrate the tribe’s incredible story and the spiritual leader and chief let us into their sacred lands. It was truly one of the coolest, most spiritual experiences I have ever had.”
Sold at Barneys New York and rawspirit.com, Raw Spirit’s campaign will debut today on its Web site. But James isn’t stopping with scents. He added, “I expect to evolve into other things outside of fragrance.”