Mecca has partnered with the National Gallery of Victoria to collaborate with Indigenous artist Naomi Hobson on 12 different variations of MECCA’s holiday gift boxes, bags and packaging for 37 MECCA Cosmetica and MECCA Max products.
Her works will be splashed across not only product packaging, but 100 store windows in Australia and New Zealand and social media channels!
Naomi is only the second Indigenous artist to collaborate with MECCA during their 6 years NGV partnership which makes this collection even more special. The ongoing relationship with the NGV is part of Mecca’s philanthropic project M-Power which boosts women in art and raises awareness around their practices, giving them a platform for their art with their holiday collections.
A Southern Kaantju/Umpila artist, Naomi has expressed her and her ancestors’ connection to their traditional land through the use of a vivid colour palette and abstract forms.
Through colourful abstract designs her paintings act as a link between individuality and shared identities, her photography confronts Indigenous identity and the social issues that Indigenous people deal with and her ceramic work is a modern interpretation of her ancient culture.
“I’m representing my life in this collaboration, I see my rivers, my grasslands and the characters of my people through the brush strokes,” she says.
Hobson and her family have been active in fighting for Indigenous land rights and return movements and on social and economic reforms for her Cape York Community of Coen.
“My aboriginality grounds me – through art I get to freely express all of this and I can share my creative freedom in a contemporary way. Working with MECCA has given more depth to my voice.” Naomi says.
The limited-edition packaging has become highly sought-after collector’s items for makeup lovers throughout Australia and New Zealand. The collection will launch on the 28th October in MECCA stores and via mecca.co.nz.