NARS has named Kaia Gerber as the new Global Brand Ambassador, selecting the American model and actress to lead the upcoming Afterglow Lip Balm campaign. The appointment formalizes a relationship that has developed gradually and places Gerber at the center of a major product release scheduled for later this month. The campaign was photographed by François Nars, founder and Creative Director of the brand.
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This partnership marks Gerber’s first official role with the French beauty label. Founder and Creative Director of the brand, François Nars, shot the campaign himself, extending a working connection that began earlier in Gerber’s career through his personal photography project, Persona.
Gerber brings a career that spans fashion, acting, and cultural projects. She entered the fashion industry at 16 and has since walked runways for Chanel, Fendi, Givenchy, Bottega Veneta, and Prada. Her work has appeared on the covers of leading editorial publications, securing her position as a consistent presence within global fashion imagery. Alongside modeling, she has expanded into acting with roles in American Horror Story and the off-Broadway production Palindromes. Her creative output also extends into literary culture through Library Science, a book club and community platform she founded to encourage dialogue around reading and authorship.
François Nars described his experience working with Gerber on the campaign. “Kaia is a true beauty, a supermodel of today who carries with her the spirit of another era,” he said. “Working with her on this campaign felt like stepping back into the age of the original icons. Those supermodels were more than faces; what I always loved about them was their joy. They loved the camera, the artistry of makeup and hair, and fashion itself. Most importantly, they gave everything in front of the camera, pouring their energy into creating the most beautiful images possible. Kaia has that same spirit, and photographing her was like reliving the magic – one of the very things that made me fall in love with this industry in the first place.”
For Gerber, the partnership carries personal significance rooted in her early experiences with the brand. “I’ve always had a personal connection to NARS,” she explained. “François was one of the first to photograph me for his personal photography project, Persona, and NARS was the very first makeup brand I ever bought – Radiant Creamy Concealer and NARS Blush, to be exact. Now, becoming the global face of NARS and working with François and this iconic brand feels both surreal and profoundly special.”
The Afterglow Lip Balm campaign introduces Gerber to the NARS audience through a product category that continues to attract increased attention within high-end beauty. The launch arrives as premium brands place renewed focus on lip products supported by large-scale campaigns and strong visual storytelling. NARS will release the Afterglow Lip Balm on 26 January.
