Peter Brant’s Sons Target Gender-Fluid Youth With MAC Cosmetic Line

Cindy Sherman also collaborated with the brand.

Harry Brant and Peter Brant Jr. in 2014. Courtesy of Nicholas Hunt © Patrick McMullan.

In 2015, Harry and Peter Brant Jr. (popularly known as the Brant Brothers) launched a makeup line with MAC Cosmetics which they marketed to everyone—boys, girls, and everybody in between and beyond. They called their project the Brant Collection, and following the success of the initial venture, the brothers are adding more products to the mix.

It’s worth noting that the brothers take after their parents’ entrepreneurial savvy (they’re the sons of mega art collector and entrepreneur Peter Brant and supermodel Stephanie Seymour). The additions to their collection, which they continue to advertise as unisex products, capitalize on a burgeoning gender fluid youth movement spear-headed by young celebrities like Jaden Smith and Miley Cyrus.

“Most makeup is packaged for women, which is why men feel embarrassed about owning it,” Peter Brant Jr. told Allure in a recent interview. He added: “There’s no difference between makeup for men or women—it’s all packaging.”

The brothers Brant aren’t the first time MAC has collaborated on a make-up line linked to the art world. Superstar photographer Cindy Sherman released a collection for MAC Cosmetics in 2011, accompanied by three new portraits featuring the artist using the new products, which came in a variety of vibrant, garish colors. In addition, NARS released an Andy Warhol collection in 2012, featuring a series of his pop art designs.

Cindy Sherman for MAC cosmetics.

Cindy Sherman for MAC cosmetics.

As for the Brants, the brothers’ opulent lifestyle and celebrity status, built on the strength of their Rich Kids of Instagram-style brand, has attracted its fair share of haters, as well as some unflattering media attention. The elder brother, Peter, for instance, got into hot water with Port Authority police at JFK airport earlier this year for being “drunk and belligerent” toward a JetBlue staff member.

The Brant Collection’s new additions will be available online starting May 26, and will be in MAC stores from June 2–July 14, 2016.

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