Julia Fox is hanging within the air, suspended in a vacuum-pack seal in the course of an echoey concrete warehouse. Two ominous figures clad in latex gimp suits approach her, one carrying a suitcase stuffed with steel tools, the opposite an eyeshadow palette. The figures walk as much as Fox, grab her face and begin putting make-up on her. The start of a fetish film for individuals with an unusual combined kink for BDSM and sweetness products? No, it’s just the newest campaign film for Isamaya Ffrench’s beauty brand Isamaya Beauty.

It’s been a yr since Ffrench launched her own eponymous make-up and skincare brand, after years of lending her extraordinary creative talents to brands starting from Tom Ford to Byredo. Isamaya Beauty debuted with the Industrial collection, a BDSM-inspired line of products that took visual and spiritual cues from the intense and the hardcore. Since then, she has shown off her eclectic range with a rhinestone cowboy-themed collection and a series of dick lipsticks. But now she has returned to her roots with Industrial 2.0, a reimagined update of the unique collection. 

“The BDSM subculture I explored for this theme is so wealthy culturally and aesthetically, I felt it was a missed opportunity to maintain Industrial where we left it with the primary collection,” Ffrench tells Dazed. “I wanted to seek out a negative to it, something lighter and a bit more vibrant, which is why we veered towards a metallic, transparent world.” For the brand new collection, the trademark eyeshadow palette from Industrial, moulded into the shape of a body, has been given a silver make-over with more playful shades – vibrant and shimmery pastels.

Two more shades have also been added to Liplacq, the plumping lip gloss which originally got here in a black shade and which Fox is a giant fan of, calling it a “game-changer” in her interview with Dazed last yr. ‘Rust’ is a rusty orange with gold pigment, while ‘Metal’ is the silver lip gloss you could have all the time dreamed of. “This collection is all about celebrating and finding power in non-conformity. Exploring individuality and owning it,” says Ffrench. “Those values appeal to me as much because the highly aestheticised world the BDSM subculture generated. I began with BDSM but I intend to explore many others too, because all of them need to be recognised.”

When it got here to casting the campaign, it was a no brainer to approach Fox, who Ffrench says has been a supporter of the brand for the reason that starting, and Richie Shazam who stars as the opposite gimp alongside Ffrench and who she calls “a force to be reckoned with”. “Julia represents all of the values I desired to convey with the brand: she’s liberated, funny and really simply she loves experimenting with make-up,” she says.  

“I believe Julia embodies self-confidence, which is a fascinating quality all of us aspire to. She has this spirit of not caring about what other people think, which, in our digital age, where everyone seems to be online shaming one another greater than ever, has turn out to be a press release. It’s what all of us want but struggle to do, so we admire people who find themselves able to that but she also stands up for others and has deep moral values.”