Hot on the heels of her “Best New Artist” win at the 68th annual Grammy Awards, British musician Olivia Dean has been named Hourglass‘ new global brand partner and the star of its latest campaign, “Any Time, Any Place, Any Wear.”
“Partnering with Hourglass feels so instinctive,” said Dean in the official press release. “I’ve been a fan for years and already used the products in my own routine. I’ve always loved the natural glow of their products and how skin-focused it is. Beauty is personal for me. I never want to look different, just more like myself on a good day — and that’s exactly what Hourglass gives me.”
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Dean’s collaboration opens with Hourglass’ new campaign, in which the artist recalls a cinematic love story set aboard a Belmond train through Europe. Here, the relationship between beauty and travel is explored, while Dean’s complexion remains constant.
In addition to the video, Hourglass will launch a curated capsule of products titled The Olivia Dean Edit. Items in the selection include the brand’s bestselling Veil Hydrating Skin Tint, Vanish Airbrush Concealer and its new Unreal Liquid Highlighter, which launched in late February.
In a statement sent to WWD, Brooke Blashill, chief marketing officer of Hourglass, said, “Our partnership with Olivia is rooted in the shared values of creativity, intention and modern self-expression. We are excited to collaborate across storytelling, product curation and immersive global experiences that continue to redefine luxury beauty today. Looking ahead, the partnership will center on community and creative connection through co-created events uniting beauty and music while spotlighting new voices.”
This marks Dean’s second major beauty partnership, following her appointment as the face of Burberry’s Her fragrance last fall. The announcement arrived less than a week before the debut of her record-breaking sophomore project, “The Art of Loving,” which positioned her as the first female British artist to have a number one album and a number one song (“Man I Need”) since Adele released her fourth studio album, “30,” in 2021. Dean’s hit single has now garnered more than 800 million streams on Spotify.
