American model-of-the-moment Hailey Baldwin was the guest of honour in Sydney recently at the official launch of her own limited edition cosmetic collection “Hailey Baldwin for ModelCo” designed in collaboration with iconic Australian beauty brand ModelCo. While she was in town also shot a high end beauty campaign for her products. ModelCo has just released the first image which embodies the overall “life of a model” concept for the shoot that reflects back to the ModelCo heritage being borne out of CEO and Founder Shelley Sullivan’s modelling agency.

The hero image for the campaign is a replication of a French Vogue magazine cover and was shot under the guise of creative director Alan Weekes (creative mastermind for campaigns with Tiffany & Co., Fendi, Westfield, Bonds), photographer Simon Upton, with incredible high end styling by Petta Chua (Junior Fashion Editor, Vogue Australia), hair by Daren Borthwick and makeup by Filomena Natoli. This shot marks the first of a series of images to be rolled out over the coming months which reflect model-esque activities such as go-sees and model cards.

The Hailey Baldwin for ModelCo collection speaks to a new generation of consumer who want cult cool products immediately. ModelCo is able to capitalise on this trend and create fast beauty products that capture the needs of this Millennial/Z Generation.