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 Jayda and Cliff have built individually: brands and personalities that extend far beyond their original industries.
For Vmir, the collaboration represents the continued evolution of FEMMÈ from a hairstylist-founded product line into a nationally distributed beauty and lifestyle company.
“Jayda embodies the woman FEMMÈ speaks to; she’s confident, feminine, ambitious and unapologetic about showing up as her best self,” says Vmir. “The Silkening Mist has become one of those products our customers keep coming back to, so I wanted this campaign to make the product feel as big as the response has been.”
Cheaves, who has built a powerful digital audience while developing businesses across fashion, beauty and lifestyle, brings her signature polished glamour to the campaign while championing the Silkening Mist as the collaboration’s hero product.
The partnership also represents a meeting of two Atlanta-based entrepreneurs who have successfully converted digital influence into tangible businesses.
Cliff Vmir first rose to prominence as a celebrity hairstylist working with some of entertainment’s biggest names before expanding into entrepreneurship with FEMMÈ. Today, the company operates across e-commerce, wholesale distribution, retail and salon services and continues to expand its national footprint.
With Jayda x FEMMÈ, Vmir is signaling an even broader vision for the company, one where haircare intersects with fashion, celebrity, entertainment and culture.
And if the campaign’s oversized world is any indication, FEMMÈ has no plans on playing small.
