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Daphne Guinness to Headline Nars Campaign

Heiress Daphne Guinness is back for a second role with François Nars: makeup muse.

Heiress Daphne Guinness is back for a second role with François Nars: makeup muse.

Guinness, a longtime friend of Nars’ who collaborated on his 15×15 photography project last fall, will appear in the brand’s fall campaign and inspired a new eye shadow named for her. The campaign and products launch on on July 15 before rolling out to the brand’s retail distribution in August.

“I love Daphne — she has incredible style,” said Nars in an exclusive phone interview. “She fits the image of the brand so well. She’s very creative and elegant and is a chameleon. And she really loves makeup — the whole process of it. Any makeup artist dreams of having someone like that as a muse.”

The collaboration marks the first time Guinness has appeared in a beauty campaign. “It’s kind of strange in life where you meet someone and you get their vision, they get you — it just felt right,” said Guinness.

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The eye shadow shade named for Guinness is a rich, royal purple. “When I started thinking about colors that meant Daphne to me, purple felt right — and when I tried it on her at the shoot, I immediately knew it needed to be named for her,” said Nars. Guinness wears it in the campaign along with Mangrove, a new eye shadow in an yellow-green hue; Douceur blush, a soft pink-brown, and Rouge Basque Lipstick, a “quintessential red” inspired by the French Basque region. The eye shadows will each retail for $23, the lipstick for $24 and the blush for $26. “Daphne’s like a painting in this image,” said Nars, who used a set of mirrors to reflect Guinness’ image from every angle. “Since Daphne was the inspiration for the campaign, I thought, ‘Why not have more of her?’”

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“We wanted this to be different — and the mirrors allow us to show different angles,” said Fabien Baron, who worked with Nars on the campaign. “François always has a different approach; he tries to achieve a mixture of fame and fabulousness in his advertising.”

While Nars declined to discuss sales projections, industry sources estimated that the fall Nars collection — which also includes five other products — could generate retail sales of about $8 million. It will be in 860 doors globally.

That’s not all Nars has on tap. In November, he’s planning to open a freestanding store, possibly next to longtime friend Marc Jacobs’ Bleecker Street outpost. “I want the store to be special and interactive,” he said. “I will do special items which will only be available in the store — palettes, maybe a nail polish called Bleecker Street — and I want to sell DVDs of my favorite movies. Marc may do accessories. It’s going to be great.” He also is working on two books — one a book of makeovers of 64 real women (“They’re buying the makeup,” said Nars) and one on Tahiti, where he owns his own island. “You may get two books from me next year,” he said with a laugh.