Make Up For Ever has reinvented its Artist Shadow product line, and created a new collection, with a new name — Artist Color Shadow. The collection will make its global debut on January 1st, 2018.

The collection includes 124 vibrant powder eye shadows, with high blendability. There are five unique finishes including matte, metallic, diamond, satin and iridescent. The long-wearing formulas last up to 12 hours. 

The Artist Color Shadow palette’s packaging is a customizable system that includes magnetic casses to hold refill eye shadows and face powders. The refillable cases come in various sizes, which hold between one and 32 different refill colors. 

To promote the Artist Color Shadow collection, Make Up For Ever created a music video, with the help of Hadrien Federiconi, a DJ known as Feder that specializes in French electro music; and Rankin, a British avant garde photographer. View it here on YouTube.

So, what’s the link between makeup and music? The brand says the collection inspired the music video, Breathe, which is meant to inspire consumers to “vibrate with colors and to create their color mix.”

Feder comments, “I always associate music with colors and emotions, which are at the core of my creative process. I’ve been very inspired by the infinite color range of Artist Color Shadow to create ‘Breathe.’ I love the concept of creating music inspired by the vibration of colors. I am thrilled to work with Make Up For Ever and to be part of the Tribe.”

Rankin says, “From the moment I heard Feder’s track ‘Breathe,’ I wanted to make a film for it,” Rankin says. “It’s an immediate dance classic. I love what Make Up For Ever are doing with this type of project. They’re putting the art back into make-up marketing,” he adds. 

Make Up For Ever is encouraging consumers to create their own color mix and share their personalized eye shadow palette on social media using the hashtag, #mycolormix.

The collection will be available in the brand’s stores and at Sephora stores, as well as online.