It has been 25 years since RuPaul first launched MAC’s iconic Viva Glam lipstick campaign, which helped to fund HIV/AIDS research in the 90s.
Now, a new throng of queer celebrities are lending their mugs to the brand for a special 25th anniversary campaign, which has broadened the scope of its cause to include the challenges faced by women, girls and members of the LGBTIQ+ community.
According to a press release, this “new generation of diverse change-makers” - which includes Drag Race winner Aquaria - will join the company’s “global movement and year-long social series by boldly tackling conversations on health and rights around topics of HIV/AIDS, Women + Girls, and the LGBTIQ+ community through personal stories and connections to these communities."
The campaign has been spearheaded by Australian pop prince Troye Sivan and his model boyfriend, Jacob Bixenman, who appear with bold red lips and their arms around each other. Others involved are Princess Nokia, Mari Malek, Dara Allen, Eileen Kelly, Deja Foxx, Lea T, Alex Mugler, and Parker Kit Hill.
Model Winnie Harlow also features, recreating RuPaul's original campaign images.
All funds raised from the sale of Viva Glam lipsticks will go towards the MAC Viva Glam Fund, previously known as the MAC AIDS Fund, which has previously raised more than $500 million in the ongoing fight to end HIV/AIDS.
You can watch the full campaign video below:
