MAC’s Viva Glam is getting a makeover.
Viva Glam, the popular campaign that donates 100 percent of its proceeds to HIV/AIDS programs worldwide, has raised more than $500 million since its inception in 1994. To help celebrate its 25th anniversary, MAC is renaming its AIDS Fund after Viva Glam, widening the scope of the fund’s efforts and revealing its newest celebrity face: Winnie Harlow.
Harlow re-created Viva Glam’s first campaign, which featured drag artist RuPaul, for Halloween last year. At MAC’s request, she provided the imagery for the company to use for its 25th anniversary.
To help celebrate its 25th anniversary, MAC is renaming its AIDS Fund after Viva Glam.
“The very popular and modern-day iconic Winnie Harlow had [re]-created the iconic RuPaul imagery herself, dressed as RuPaul,” said John Demsey, Esteé Lauder Cos. Inc. executive group president. “We noticed that it was getting hundreds of thousands of likes and being viewed all over the world, so we reached out. She knew very much about MAC, very much about the Viva Glam campaign and was very happy to lend her image in support to get the campaign started.”
Through the years, Viva Glam, which was created by MAC cofounders Frank Toskan and Frank Angelo,