We met up with Fergie for an exclusive interview on her role as the new face of M.A.C Viva Glam.
By Leah Rumack
Photography by Tracy Shumate
How did you get involved?
“They approached me, and I was surprised and excited. I grew up watching the RuPaul campaign, and I thought it was genius of M.A.C to do—to pick this issue and to pick RuPaul, this controversial artist. And they went on to pick more controversial artists and people who aren’t afraid to speak their minds about issues. I’ve obviously not been afraid to speak my mind about my own issues, and I don’t feel any reason to hold back on this one. There are so many things I’ve learned, and I’ve been around the world, and I’ve encountered a lot of different people who have told me stories that are really touching, but performing I can’t really do anything about it. So I kind of put it out there that I need to do something. And this is a perfect way because it’s very centred on one issue, which is AIDS, and this year we’re doing the first ad they’re centring on youth. So it’s really very exciting because a lot of youth know who I am, so when I go to these teenagers and kids, they’re not just going to go, ‘Who’s this person speaking to us?’ I can actually have meaning in their lives.”
Have you been touched by HIV or AIDS?
“Especially being in the business. A lot of people I know in the fashion world are affected, and I have many friends who are HIV-positive. I know people who have passed, and it’s a tragic thing. Friends I’ve had since childhood—they got to be teenagers and their dad passed away. This was in the early ’90s, and my friend was like, ‘My dad’s gone.’ It’s a crazy thing.”
Tell us about how you were involved in the development of this year’s Viva Glam lipglass.
“I was really excited. We did the photo shoot and got 10 of these different colours, and I was really flattered that I got to be involved in the picking of it. My purpose was, OK, I want something that, number one, I’m going to want to wear, so I can—”
Are you wearing it right now?
“Yes [laughter]. That I would want to wear, so I can promote it without lying. And that, number two, is a colour that looks good on a lot of skin tones.”
What’s your relationship with fashion?
“For me, growing up I couldn’t even dream of affording couture gowns or anything like that, but I would try to create my own little versions of things. I was inspired by things around me as well, like skaters around the neighbourhood. So I was inspired by fashion but on a more street level. And now being exposed to couture and being able to go to fashion shows and meeting the designers—it’s a passion of mine, but it’s a whole new world. I’m like a kid in a candy store. And as I get older, I’m starting to pick some more traditional pieces as well, because you know, I’m not 15 anymore. So I’m kind of evolving myself.”
How do you feel about this notion of becoming a brand, and where does this campaign with M.A.C fit into that?
“Branding has definitely become a bigger part of being a celebrity nowadays. I just read a thing that John Mayer said—he said there is no such thing as selling out anymore. What he means is that because the industry has changed so much, it’s become normal for people who never would have endorsed a product to partner up with a product in order for both people to win. Right now, I’m just focused on this, and I’m excited about it. I can have M.A.C booths at my concerts where I can provide information. I can use my spotlight to help.”
Shown: Viva Glam V, $17 each. Visit The Bay.