Estée Lauder announced Misty Copeland, principal ballerina at American Ballet Theatre, as the new global spokesmodel for the brand's Modern Muse fragrance. Misty will front the new Modern Muse fragrance campaign across digital, TV, in-store and print, debuting August 2017. The Modern Muse campaign was produced by Estée Lauder's in-house Creative team in collaboration with Spring Studios and director and photographer Pamela Hanson. The campaign includes extensive storytelling around the theme, "What inspires you?" to personalize the Modern Muse concept to Misty, and engage women in conversation across digital and social platforms using the hashtag #BeAnInspiration. Misty is featured in the campaign teaching and inspiring young ballerinas and talking about the importance of connecting with the next generation.