Once again, MAC is surprising us, this time by partnering with Cindy Sherman for its latest ephemeral makeup collection. The American photographer has grown in notoriety thanks to its conceptual "self portraits", which are highly critical of the role assigned to women and their representation in contemporary Western society.

Now aged 57 and an internationally recognized artist, Cindy Sherman has not lost her energy. She is providing MAC with a series of pictures where she is using the three lines of the collection that will be available in mid-September. Directly inspired by her work art, these three portraits are very far from the standards to which the world of cosmetics has accustomed us.

While MAC is familiar with spectacular initiatives - for instance, the brand was the first to appoint a drag queen as a model - this collaboration with an artist so critical of the way society frames the women and imposes limitations is a bold gamble, the most daring yet. Until now, however, shaking up conventions has rather succeeded to MAC, it is maybe an indication on the evolution women’s image and on the expectations of women consumers that are increasingly emancipated from traditional standards.