Actress, entrepreneur and BÉIS founder Shay Mitchell unveiled a playful new campaign to tease the brand’s upcoming product launch, transforming a cosmetic surgeon’s office into a stylish fashion set.
Sharing the campaign on social media, Mitchell joked, “Adding surgeon to my resume. A few improvements, full recovery by July 16th,” hinting that a new BÉIS bag will officially launch on July 16.
For the campaign, Mitchell wore a complete Alaïa look that blended high fashion with a humorous medical theme. The glossy nude latex outfit featured a structured long-sleeved cropped top paired with a fitted midi skirt. The semi-transparent design created a bold visual effect while maintaining the sleek, sculptural aesthetic that has become a signature of the French luxury fashion house.
She completed the look with rectangular black eyeglasses, blue surgical gloves and bright yellow pointed heels, embracing the fictional “surgeon” concept. Her hair was styled in a relaxed updo with face-framing strands, while soft glam makeup kept attention on the fashion and campaign concept.
The campaign presented BÉIS luggage as if undergoing cosmetic surgery before its debut. Sketches, measuring tapes, and medical-inspired props added a playful twist, generating anticipation for the mystery product release.
Fans quickly reacted on social media, praising Mitchell’s creative marketing and the editorial-style visuals. The combination of luxury fashion, humour and storytelling helped the teaser stand out while keeping the upcoming BÉIS launch central.
Shay Mitchell built BÉIS into one of the most recognizable celebrity-founded travel brands by combining functional travel products with creative marketing campaigns. Rather than relying solely on traditional product announcements, the brand uses cinematic storytelling, fashion editorials and humorous concepts to create excitement around new launches, helping BÉIS maintain strong social media engagement.