Full Breakdown
Alex Consani Partners with Yves Saint Laurent for New Mascara Campaign
12/13/2025, 10:59:04 AM
Historic Collaboration in Fashion
Trans model Alex Consani has partnered with Yves Saint Laurent (YSL) for a significant campaign promoting the brand's latest product, the Lash Latex Mascara. This collaboration follows Consani's historic achievement as the first trans woman to win Model of the Year at the 2024 Fashion Awards. She has also gained recognition as one of the few out trans models to walk in the Victoria’s Secret Fashion Show, further solidifying her influence in the fashion industry.
Details of the Campaign
In the YSL campaign, Consani showcases the Lash Latex Mascara, which is designed for 24-hour wear and features a water-based formula. The mascara aims to provide stretch, lift, and precision, complemented by an exclusive lash-fitting brush that enhances each lash. Juliette Ferret, general manager of YSL Beauty US, emphasized that Consani embodies the essence of the Lash Latex campaign, stating, “Alex Consani with her modern confidence and bold individuality, perfectly embodies the world of Lash Latex and the YSL Beauty woman in the campaign.”
The mascara will be available for purchase on Sephora's website starting December 18. This campaign marks another milestone in Consani's career, which began when she started modeling at the age of 12 after responding to a Facebook advertisement seeking transgender models. She signed with IMG Models in 2019, becoming one of the youngest transgender models in the world.
Impact on Representation
Consani has been vocal about her desire to increase visibility for trans and non-binary individuals in the fashion industry. In an interview with Vogue, she expressed her motivation to represent the community, stating, “Especially as a young trans girl, I always saw the lack of representation, and wanted to fill the void and show other trans and non-binary people that it was beautiful to be trans—not something to be ashamed of.”
Criticism & Opposition
While the campaign has been celebrated for its representation, some critics argue that the fashion industry still has a long way to go in terms of inclusivity and diversity. They point out that despite high-profile collaborations, many brands continue to prioritize traditional beauty standards over authentic representation of marginalized communities.
Verbatim Quotes
- “Lash Latex definitively expands our vision and presence in the eye category with a new mascara that promises stretch, lift, and precision.” — Juliette Ferret, General Manager of YSL Beauty US
- “Especially as a young trans girl, I always saw the lack of representation, and wanted to fill the void and show other trans and non-binary people that it was beautiful to be trans—not something to be ashamed of.” — Alex Consani
This collaboration between Alex Consani and YSL not only highlights a significant moment in fashion but also serves as a reminder of the ongoing conversation about representation and inclusivity within the industry.
