What MAC's Nicola Formichetti Appointment Signals

What MAC's New Creative Director Signals for Its Future

Finger on the pulse, MAC taps Nicola Formichetti as its new head of creative

In May, MAC Cosmetics announced Nicola Formichetti as its new creative director. If you don't know Formichetti by name, you'll certainly know by work, which includes Lady Gaga's "Telephone" music video and her iconic Meat Dress, worn at the MTV Video Music Awards back in 2010. The Japanese-Italian stylist and editor has a well-earned reputation for his daring vision that resonates with a young, bold set. Alongside his decade-spanning collaboration with Lady Gaga, Formichetti boasts previous creative roles at Dazed, Diesel, Mugler, Vogue Hommes Japan and Uniqlo – and there's the little matter of his own label, Nicopanda.

Nichola Formichetti (Photography by Matthew Brookes)Image Credit: Estee Lauder Companies

MAC Senior Vice President and Global General Manager Aïda Moudachirou-Rébois is delighted, describing Formichetti as "a once-in-a-generation creative talent who perfectly embodies the bold, fearless energy of MAC and our global community." All well and good, but this comes at a critical time for the brand, which has struggled to regain the cult following of its 2010s heyday. These struggles are reflective of challenges in the wider industry. Parent company Estée Lauder announced a 10% decline in sales in May across its wider portfolio. It's in the midst of a new "Beauty Reimagined" strategic plan, with heavy restructuring, heavy job losses and rumours that brands will be sold off.

"MAC is an iconic brand that has always championed the people and communities"Formichetti's appointment is a commitment to reinvigorating MAC as a legacy brand. Having previously worked on its "Viva Glam" campaign, he is expected to breathe a new sense of bold artistry across all visual touchpoints, including the brand's products, retail spaces and imaging. The man himself is excited. "MAC is an iconic brand that has always championed the people and communities that move cultures forward," he says. "The world is craving creativity, beauty, and connection – and I can't wait to help bring that to life in a magical way."

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