M.A.C. cosmetics has raised $32 million for the M.A.C. AIDS Fund through the sales of its Viva Glam lipstick and lip gloss, and the company owes much of the campaign's success to the big name spokesmodels it lures. M.A.C. president John Demsey, creative director James Gager and consultant Jennifer Mayer put together a crowded, high-security party at SoHo's Ace Gallery to introduce the newest spokespeople for the fifth edition of the Viva Glam shade: Christina Aguilera, Boy George, Missy Elliott, Linda Evangelista and Chloe Sevigny.
Because the cosmetic company's brand image dictates a minimalist, predominantly black-and-white look, M.A.C. design consultant Dick Walsh made sure the decor in the unadorned 60- by 50-foot gallery space was sparse and striking. Giant posters of the five diverse spokespeople—all painted in M.A.C., of course—hung against the back wall. Black tables with silver-cushioned stools made for simple V.I.P. seating at the front of the room (the rest of the plebes had to stand). Two Vegas-style light-up signs on opposite ends of the foyer announced "M.A.C. Viva Glam" in black, white and pink. The only flowers at the party were the pink gerbera daisies that Serena Bass used in the ladies' loo to differentiate it from the mens'.
Serena Bass catered the fashion crowd fete. The hors d'oeuvres included smoked trout, olive tapenade, grilled shrimp, bacon-wrapped dates and polenta, with decorative sandwich cookies in M.A.C.'s signature colors for dessert. Guests washed it all down with specialty pomegranate cosmopolitans and Veuve Clicquot that flowed like water.
—Alesandra Dubin
Because the cosmetic company's brand image dictates a minimalist, predominantly black-and-white look, M.A.C. design consultant Dick Walsh made sure the decor in the unadorned 60- by 50-foot gallery space was sparse and striking. Giant posters of the five diverse spokespeople—all painted in M.A.C., of course—hung against the back wall. Black tables with silver-cushioned stools made for simple V.I.P. seating at the front of the room (the rest of the plebes had to stand). Two Vegas-style light-up signs on opposite ends of the foyer announced "M.A.C. Viva Glam" in black, white and pink. The only flowers at the party were the pink gerbera daisies that Serena Bass used in the ladies' loo to differentiate it from the mens'.
Serena Bass catered the fashion crowd fete. The hors d'oeuvres included smoked trout, olive tapenade, grilled shrimp, bacon-wrapped dates and polenta, with decorative sandwich cookies in M.A.C.'s signature colors for dessert. Guests washed it all down with specialty pomegranate cosmopolitans and Veuve Clicquot that flowed like water.
—Alesandra Dubin
Giant posters of the five new spokesmodels hung in the back of the Ace Gallery for the M.A.C. Viva Glam launch party.
Two light-up signs at opposite ends of the Ace Gallery's foyer clearly announced the product behind the party: M.A.C. Viva Glam lip color.
Waiters in Viva Glam T-shirts hacked up for an 80's look served food by Serena Bass.
Simple silver and black seating was reserved for V.I.P.s.
