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Dana Louise Kirkpatrick | Sonia Kashuk's Newest Campaign Draws on Knockout Influences

March 18, 2016 - Fashion Week - May Chan

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If you’ve browsed through the beauty aisles at Target, you will know that Sonia Kashuk is synonymous with the retail giant.

Sonia’s Kashuk’s newest #KOBeauty campaign, however, has drawn support from supermodel Cindy Crawford for the right reasons.

Released on March 6, the Knock Out Beauty line, ranges from make-up bags to lip products, but what distinguishes the 16-piece line from others is the boxing illustrations depicted by artist Dana Louise Kirkpatrick.

The campaign’s popularity has attracted not only Crawford, but celebrity hairstylist Jen Atkin and boxer Heather Hardy.

“I am proud that our message has resonated so powerfully, landing on the strong shoulders of a myriad of women. My hope was this message would echo universally, and it has,” Kashuk tells Us Weekly. “‘Women for women’ is an essential thread in the fabric of equality.”

Kashuk, inspired by Kirkpatrick’s artwork at Miami’s Art Basel, had purchased a piece from the artist immediately. That was only the start. 

Kashuk told PopSugar that what further inspired her to develop the line stemmed from the hardships her daughter had faced with society’s beauty standards.



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