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#1 Campaign in Fashion & Apparel · August 2026
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#1 Campaign
Fashion & Apparel · August 2026

Who the F— Is Jayden James?

PR Campaign
Tuesday 25th August, 2026

MAC Cosmetics made Jayden James the cover star of its relaunched digital publication, MACzine, using the deliberately cheeky cover line “Who the f— is Jayden James?” to introduce Britney Spears’ son as an emerging model and musician. The campaign gave the beauty brand a timely hook around his runway debut, creative ambitions and celebrity family connection.

Why it worked: It piggybacked on Jayden’s fresh runway buzz and famous last name, then weaponized a provocative cover question as the clickable hook.

The lesson: Consider relaunching something with a timely underdog or heir-apparent and a bold question headline that invites discovery and debate.

MAC Cosmetics
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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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