Award-winning writer, poet and activist Amanda Gorman has added another title to her list of achievements, joining Estée Lauder in a three year contract.
The 23-year-old American is best known for becoming the youngest inaugural poet in US history, reciting her work The Hill We Climb at the January 21 ceremony where Joe Biden was sworn in as the 46th President of the United States.
Beauty brands have a history of signing well known faces to promote their products and overall brand, but the multidimensional new partnership is not the traditional advertising deal, and paves the way for new, more meaningful collaborations to become widespread in the beauty business.
In a statement to mark the news, Estée Lauder Companies said the partnership intends to acknowledge and celebrate a new generation of leaders inspiring change. As part of the deal it will contribute US$3m over three years to Writing Change, the company’s initiative to advance literacy ‘as a pathway to equality, access, and social change’.
In addition Gorman will act as curator of Writing Change and appear and ‘bring her voice of change’ in Estée Lauder campaigns from the northern spring of 2022.
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The young Los Angeles resident, who graduated cum laude from Harvard University and in 2017 was named National Youth Poet Laureate, told Vogue earlier this year that since the inauguration she had fielded (and turned down) offers in excess of US$17m. ““I have to be conscious of taking commissions that speak to me,” she said.
In a statement regarding the Estee Lauder deal however, Gorman declared she was honored to represent a brand founded by “such an inspiring and daring woman”.
“Mrs. Estée Lauder shattered glass ceilings as a leader in business 75 years ago, she says.
“Embracing this spirit, I am delighted that our partnership will help inspire women, girls, and all people around the world to do great things, to disrupt, to be confident, and to be future leaders in whatever path they take.”
Fabrizio Freda, President and Chief Executive Officer of The Estée Lauder Companies said Gorman embodies a new generation and demonstrates the importance and influence of voice.
“As a company, we are committed to nurturing the leaders and talent of the future, empowering them to use their voices—and to use them loudly,” he said. “We are thrilled to partner with Amanda as we embark on this collective journey to strengthen our commitment to girls’ education, helping provide the skills needed to be heard around the globe.”
Besides the newly announced deal Gorman has recently completed two new books to be released shortly. Lyrical picture book Change Sings: A Children’s Anthem will be released on September 21 and a collection of poems, Call Us What We Carry is expected to land December 7.
