When Alexa Chung shot the campaign images that cap off her new partnership with Code8, the world was a very different place. "We shot these images long before this happened, obviously," she tells me. "We had a rollout plan, including a lovely dinner in New York, which had to be canceled. It's quite funny to think about then and now. These are photos from a former life."
In that former life, Chung chose to partner with Code8, a London-based makeup brand that specializes in simple-but-effective makeup that works for various skin types, tones, and levels of beauty expertise. Together, they created a series of elegant but approachable images that (my favorite part) include features we may even be capable of recreating during stay-at-home orders, like a white T-shirt and wet hair.
Reading through Code8's eight-point brand manifesto, it's clear that Chung — or at least the persona that Chung has cultivated through her many years in the spotlight as a fashionista, influencer, and businesswoman — and women like her are the reason why Code8 exists. As founders Sophia Chikovani and Nadine Ayache write it, Code8's number-one priority is for customers to "own your time," followed by "invest in high performing assets," and "embrace the real you." If you'd asked me to describe Chung, I would have said "seems busy," "chic as hell," and "into natural makeup."