naomi watanabe serves body positivity as a platform for shu uemura cosmetics

tokyo-based makeup brand shu uemura has tapped the talents of naomi watanabe for its second collaboration with the plus-size model, otherwise known as the ‘beyoncé of japan’. the ad campaign, titled ‘now me’, sees the model sandwiching products between her body and a sheet of transparent plexiglass to create a series of striking images where the makeup appears embedded in the model herself.

images courtesy of shu uemura

watanabe seizes the opportunity to use her unconventional size as a platform for the make up as well as a chance to convey a body-positive message: ‘as always she made full use of my unique body,’ said watanabe in a post. ‘I think it’s a style that only I can express.’

the collection comes as the long-awaited sequel to uemura’s first collaboration with shu uemura when she was appointed an ambassador of the brand. now me, which is a play on the model’s first name, consists of a series of lipstick and cheek blush.

the images were overseen by japanese art director yuni yoshida, who is best known for her surreal imagery. her other work includes pixelated collections of food and shoes made from vegetables.

project info

company: shu uemura

collaborator: naomi watanabe

collection: now me