#BeautyWithoutLimits – CODE8

May 28, 2020  19:39  |  News

London-born, luxury makeup brand CODE8, is proud to announce Alexa Chung as its first-ever, brand ambassador. Alexa Chung and style are synonymous and with a dynamic career spanning fashion design, television presenting, modelling and DJ’ing she fully embodies the CODE8 brand and its values.

“Makeup for me is about accentuating and enhancing your features rather than masking or reinventing them and that’s why I love the campaign imagery so much. It’s serious makeup for people who don’t take makeup too seriously.

As much as I enjoy putting on a cat-eye or a bold lip, for the most part, my approach to beauty is simple and devoid of products that seem intimidating to use and I think that’s mirrored in the ethos of CODE8.

I am delighted to be partnering with CODE8 whose straightforward approach to beauty is so aligned with my own.” – Alexa Chung

#BeautyWithoutLimits – CODE8

Photos – Letty Schmiterlow ©

CODE8 co-founders, Sophia Chikovani and Nadine Ayache say “Alexa is the perfect personification of the CODE8 mantra #beautywithoutlimits. We share a belief that makeup should be effortless, uncomplicated and multi-functional, leaving women more time to make the most of their busy lives. This is the reason we created the CODE8 range and we are delighted to welcome her to our CODE8 family.”

Frequently appearing on best-dressed lists, Alexa is a muse for many fashion designers, is often seen in the front rows of shows and appears on the pages of most recognized magazines.

To kick off the partnership, CODE8 is excited to reveal their latest campaign, Beauty Decoded. The campaign focuses on showcasing the singular and uncomplicated messaging of CODE8. Through flash photography, they have created high energy visuals with an ‘on the go’ feel, each telling an instant ‘in the moment’ story. These snapshots reflect the confident personalities of Alexa and the CODE8 brand.

Ayache and Chikovani believe there is more to life than makeup and wanted to create an uncomplicated, multifunctional, smartly edited line enabling women to develop their own individual beauty ‘code’. CODE8 offers a curated collection of high-performance, scientifically advanced formulas with fast application and strong colour pay-off.  Created around the principle of universally flattering colour edits for all skin colours and undertones, the products offer buildable effects from the most natural to the most dramatic of looks.

The mission of CODE8 co-founders is to provide an empowering and inclusive line embodying the infinite potential of makeup to express all beauty ideals, regardless of age, skin colour or look preferences.

#BeautyWithoutLimits – CODE8


Campaign Team

Model: Alexa Chung

Creative Director: George Yandell at Spring Studios and Sophia Chikovani

Photographer: Letty Schmiterlow

Makeup: Lauren Parsons

Hair: Alex Brownsell

Styling: Cathy Kasterine




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