"Sephora believes in championing all beauty, living with courage, and standing fearlessly together to celebrate our differences." Period. At sephora.com/belong, you can find the self-confident and, really, self-evident motto of the beauty company SEPHORA, part of the LVMH conglomerate. With their new spot, Sephora is pushing their "We belong to something beautiful" campaign once again, which is a call for tolerance, understanding, and the courage to be yourself.
The campaign focuses on lifestyles outside of the norm, showing a reality of joy, individual beauty, optimism and not least of love. The spot was directed by Devyn GALINDO c/o MAKING PICTURES. "I can honestly say I’ve never cried while shooting a commercial campaign until now. This one felt so important and personal to me, I really appreciate the opportunity to interview and capture these moments... Let’s keep the dialogue open and keep the support for the LGBTQ community going beyond Pride month." said a visibly moved Devyn GALINDO about the spot, which really succeeds in its vision. She knows what she is talking about: with her boyish punk looks, she has long walked the edge of heteronormativity—and laughs often and somewhat wickedly about the confusion she brings in her wake.
The French cosmetics company SEPHORA, founded in 1969, offers about 300 brands. In addition to their house brand, Sephora offers beauty products like makeup, skincare, perfume, nail polish and hair care. Sephora has belonged to the luxury conglomerate LVMH since 1997. Sephora itself says of the campaign: "We’re proud to launch our first-ever “SEPHORA <3s PRIDE” collection, featuring products that celebrate and support the LGBTQ community. For every product in the collection sold in June, $1 will be donated to nonprofit partners that were chosen for their reach and impact in providing a range of services to LGBTQ communities across the US, and who partner with us in providing our Bold Beauty Classes for Confidence." GoSee: sephora.com/beauty/belong
About - Devyn Galindo is fearlessly nomadic, honest and observant, with an eye toward the gently radical. Having grown up between California and Texas, she currently bounces between Los Angeles and New York, keeping time to explore surrounding cities and the South. Devyn documents the lives of her friends emerging from the Chicanx scene in Los Angeles. Exploring her own identity as a queer xicanx artist during the current political climate has become an obsession that has led to their first publication, We Are Still Here, which launched in November 2016. Featured in i-D Magazine, Remezcla, and 2017 NY Art Book Fair, LACMA - A Universal History of Infamy, and Printed Matter’s Activism book list.
Recently she has been on the road working on her latest project, The Van Dykes. It’s both a travelogue of her journeys through the American South in a ’78 VW van as well as the creation of an audio/visual project documenting the stories of LGBTQ folks living in the South. Devyn's aiming to create an archive for the future generations, practicing activism through art. When she's home, she splits her time between Los Angeles, CA and Joshua Tree, CA.
Director: Marcus Smith c/o Making Pictures
Marcus SMITH c/o MAKING PICTURES shot moving image and the accompanying stills for the NIKE 'BeTrue' campaign in honor of this year’s pride celebrations. The Campaign features significant sport LGBTQ+names, with the likes of Caster Semenya, Sue Bird, Chris Mosier, Brittney Griner, Kerron Clement.
In his own words: "As I’ve become more wise, I’ve learned it can be detrimental to your mental health to place validation in the hands of brands, magazines, platforms, or other people in general. True validation has to come from the inside, because no matter how many milestones you reach, there will always be a new one. At the same time, the occasional external validation feels good. Seeing my photos of Caster Semenya hugely plastered on the main building on Nike’s campus in Portland is extreme validation, but also a sign that I have more to give and I’m not done yet!"