When NYX needed sculptural latex to launch their Jelly Juice lip product, they came to Vex. We built a full custom look for Saweetie — including a one-of-a-kind sculpted lips bra, matching belt buckle, pink flared pants, and opera gloves — handmade in our California studio from custom-formulated shimmer latex.
A cosmetics campaign operates on a different level than a music video or editorial shoot. The product is the star — and every element around it exists to reinforce that product's identity. When NYX Cosmetics approached Vex to build the wardrobe for Saweetie's Jelly Juice campaign, the brief was specific: a custom latex look that embodied the glossy, sculpted, hyper-feminine energy of the lip product itself.
That is not a brief you fill with off-the-rack latex. It required sculptural construction, proprietary color work, and a level of detail that only handmade custom latex can deliver. The result was a full pink latex outfit featuring a sculpted lips bra top — an actual three-dimensional pair of lips built in latex — paired with a matching lips belt buckle, pink flared pants, and full-length opera gloves. Every piece custom. Every piece pink. Every piece Vex.
A brand campaign is not fashion for fashion's sake. Every garment has to serve the product. The wardrobe must translate the brand's visual language into something physical, wearable, and impossible to ignore on camera.
NYX's Jelly Juice is glossy, sculpted, playful, and unapologetically pink. The custom Vex look had to reflect all of that — not as a costume, but as a cohesive visual extension of the product itself. This is where 26 years of building custom latex for brands, campaigns, and productions makes the difference. We do not just build garments. We build brand moments.
The creative direction called for a latex look built entirely around the Jelly Juice product identity — pink, glossy, sculpted, bold. Laura designed the centerpiece: a sculpted lips bra top, constructed as a three-dimensional pair of lips in latex, sitting at the chest as a wearable sculpture. The look was completed with a matching lips belt buckle at the waist, pink flared pants, and full-length opera gloves. Every element was designed to reinforce the lip product's visual DNA from head to toe.
Standard pink latex was never going to work for this campaign. The color had to match the Jelly Juice product precisely — and standard sheet colors do not come in custom shimmer finishes. Laura formulated proprietary latex colors from scratch: a pink shimmer, an orange shimmer, and a gold shimmer, each mixed and tested in-house to achieve the exact gloss, depth, and light-catch that the campaign required.
This is one of the capabilities that separates Vex from everyone else in the industry. We do not order colors from a supplier catalog — we formulate them. When a brand needs a specific hue with a specific finish, we build that color from raw pigments and latex compound. The swatches were tested under studio lighting conditions before the build even began.
The sculpted lips bra and belt buckle are not flat latex — they are three-dimensional forms built by hand. Each lips piece went through multiple prototype stages: sculpting the form, testing it in orange latex for shape and proportion, then rebuilding in the final pink matte and pink shimmer finishes. This kind of sculptural latex construction requires mold work, layering, and a level of craftsmanship that is closer to fine art fabrication than garment manufacturing.
The flared pants and opera gloves were built from the custom pink shimmer latex and constructed to Saweetie's measurements. Every seam, every edge, every surface had to be flawless — a brand campaign of this scale leaves no room for imperfection.
The complete look was delivered camera-ready for Saweetie's Jelly Juice shoot: sculpted lips bra, lips belt buckle, pink flared pants, and opera gloves — plus the matching pink metallic heels to complete the head-to-toe pink moment. Every piece was polished, fitted, and built to hold up under studio lighting and hours of shooting. When the campaign rolled, the custom Vex latex did exactly what it was designed to do: make the product unforgettable.
The NYX x Vex collaboration is a case study in what custom latex can do for brand storytelling. This was not a fashion placement — it was a built-from-scratch wardrobe designed as a physical extension of a cosmetics product. The sculpted lips, the proprietary pink shimmer, the complete head-to-toe coordination — every detail served the Jelly Juice brand identity.
This is the kind of work Vex exists to do. When a brand needs something that does not exist yet, something that no supplier catalog or rental house can provide, Vex builds it from the ground up: original design, proprietary colors, sculptural construction, and campaign-ready delivery.
Custom shimmer latex mixed from raw pigments in-house. Matched to the exact hue, finish, and light-catch that the campaign required — not pulled from a catalog.
Three-dimensional forms built by hand — sculpted, prototyped, and finished to function as wearable art. This is fine art fabrication, not garment assembly.
Every piece designed to extend the product's visual identity into physical form. The wardrobe does not just accompany the campaign — it embodies it.
Design, color formulation, sculptural build, fitting, and camera-ready delivery — all handled by one studio under one roof in California.
If your campaign requires custom latex — sculptural, color-matched, concept-driven — Vex has been building exactly this for 26 years.
We work directly with brand creative teams, stylists, and art directors to translate a campaign concept into physical latex garments and sculptural pieces. From proprietary color formulation to three-dimensional fabrication, everything is designed and built in-house at our California studio. No outsourcing. No compromises. One team, one standard.
Whether you are a brand creative team, a stylist pulling for a campaign, or an art director with a concept that does not exist yet — Vex custom design starts with a conversation.
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