Quannah Chasinghorse is the newest face of John Paul Mitchell Systems. The 20-year-old model and activist has been named a global ambassador for a hair care brand.
“Paul Mitchell represents so many different things,” said Chasing Horse. “I think one of the things he’s really related to is family and family connections. They’re a family owned business and run like a family.”
Led by CEO Michaeline DeJoria, the company was co-founded in 1980 by John Paul DeJoria, DeJoria’s father and chairman of the board, and the late Paul Mitchell. Headquartered in California, it is the world’s largest privately held hair care company with operations in over 100 countries.
“I just loved her,” said DeJoria, first noticing Chasing Horse. She pushes for her purpose and makes no excuses, but she does it in a very grounded, respectful, inclusive and kind manner. I admired her for having such purpose and for being a trailblazer and pioneer for her people. am.”
A Native American, Chasinghorse works to protect and preserve Indigenous lands and cultures. As part of the partnership, JPMS will work with non-profit organizations to further this cause, pledging monetary donations and awareness-raising activities throughout the year.
“We tell stories,” says Chasinghorse. Both highlighting her advocacy work and sharing her relationship with culture and beauty.
“Our people have a strong connection to our bodies, minds and spirits, and our hair reflects that,” she continued. Yes, and hair is a big part of that, so being able to tell that story is really important, and it’s through an Indigenous perspective… It discourages us from practicing and being proud of our culture It discourages us from connecting with our identity and indigenousness These things are grounding and become very clear, so being able to pass these things on to younger generations is very important.”
“Hair length, nose ridge, tall and skinny…I could find my beauty through my voice.”
Chasinghorse hopes to reach another audience by working with JPMS, which debuts on January 31 with the brand’s ‘Iconic Campaign’. So it feels really good to work with a brand that is authentic and wants to represent who we really are…every time we work with them it feels like family. They treated me very well and made me feel respected, seen and heard. They have raised my voice in many ways. ”
“We can amplify each other’s messages,” DeJoria said. “Our brand values are very similar: be yourself, push boundaries, embrace your beauty and stand up for what you believe in.”