ATLANTA, GA — September 8, 2026 — Entrepreneur and beauty mogul Cliff Vmir is joining forces with serial entrepreneur and digital powerhouse Jayda Cheaves for the highly anticipated Jayda Cheaves x FEMMÈ collaboration, officially launching Tuesday, September 8.
At the center of the partnership is FEMMÈ’s breakout hero product, the Silkening Mist, a lightweight finishing spray that has become one of the brand’s most recognizable and viral offerings. Retailing for $31.99, the Silkening Mist is available at FEMHairCare.com and through more than 250 beauty supply stores nationwide.
To introduce the collaboration, FEMMÈ is unveiling abold new visual campaign starring Cheavescreated under the tutelage of creative director Roland Banks.
Rather than taking the traditional beauty-commercial route, the campaign drops Jayda into a surreal, hyper-stylized universe where she appears larger than life against miniature city streets, vintage cars, highways, desert landscapes and architectural worlds.
The imagery plays with scale throughout the visual, transforming Jayda into an almost cinematic beauty icon who towers over the world around her. One moment finds her commanding a roadway surrounded by miniature vehicles; another transports her into a sweeping desert landscape, while oversized fashion details and unexpected environmental shifts give the campaign an editorial, dreamlike quality.
Even FEMMÈ itself becomes part of this fantasy world, with branded transportation, architecture and the Silkening Mist woven directly into the visual story. As the campaign progresses, the product moves from beauty essential to statement piece, reinforcing the idea that great hair has the power to make a woman feel larger than life.
The concept mirrors what both…
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