Mika In iD...

The uber-cool magazine featured a double page spread of Selfridges Oxford St National Artist and Dystopia star Mika in December's edition...

All Walks Beyond The Catwalk

I was honoured last week to receive a call from Erin O Connor [yes, I did nearly faint at my desk! She is one of my all-time fave models!] to ask for our help in the All Walks Beyond The Catwalk shoot that was taking place on Friday 18th September.

The initiative, co founded by Erin and supported by the likes of influential fashion and culture figures as Rankin, Alexandra Schulman, Sarah Brown, Nick Knight, Giles Deacon, Twiggy, Sir Stuart Rose, Georgia Jagger, Tricia James, Deborah Milner and many more, All Walks Beyond the Catwalk aims to expand upon the range of professional models used in fashion imagery, by by celebrating individuality and diversity.

Nick Knight, legendary photographer and founder of SHOWstudio says, "It's very important that we question the parameters that define beauty. I'm thrilled to support the All Walks initiative."

Alexandra Shulman, editor of British Vogue agrees: "The most important thing is to have a confidence in what you are and not to feel that you have to be like someone else; thinner, younger, blonder. Originality is the greatest treasure."

Our philosophy at Illamasqua could not be more in tune with the points that both Nick and Alexandra raise; to celebrate ones individuality and not be fully directed by the latest trends, fads and pressures to conform to a certain ideal. Our underlying commitment to encouraging our customers to discover their inner selves, their alter egos and what makes them unique through a kaliedoscope of colourful make-up is our contribution to this. Rankin, photographer, says, "I wholly admire and support the endeavours of the All Walks Beyond the Catwalk campaign. As a photographer, I am constantly confronted by perceived ideals of beauty. Interest and creativity is not about perfection but quite the opposite; beauty comes from our idiosyncrasies."

London Fashion week showcased the launch of All Walks Beyond the Catwalk. The underlying purpose of the initiative creates a positive message for women of all shapes, sizes and ages to celebrate diversity.

The following words have been taken from www.allwalks.org, the official website of the initiative.

"On the 25th Anniversary of London Fashion Week, a groundbreaking new project, ‘All Walks Beyond the Catwalk’ will feature cutting edge designers showcasing a look from their spring/summer 10 collections on models, sizes 8-16 and ages 17-65.

Inspired by charity Beat and endorsed by the British Fashion Council co-founders Caryn Franklin, Debra Bourne, Erin O’Connor and Susan Ringwood, seek to engage the fashion industry in a conversation about body image and expand upon the imagery coming out of the heart of London Fashion Week.

Caryn Franklin explains, “This is about inclusivity. The traditional ready to wear method of design, with the model added at the end of the process makes it hard to accommodate individuality in shape and size. So this project is operating a bespoke approach. By giving each designer the opportunity to collaborate with the woman who will model the garment at London Fashion Week, we expand upon the expectations for ready to wear imagery. Curvy women are showcasing top design alongside slender women, as are young and mature models. The diversity is what we wanted.”

Sarah Brown, wife of Prime Minister Rt Hon Gordon Brown, comments, “London Fashion Week is all about celebrating British brilliance, and All Walks Beyond the Catwalk is a chance to be proud of British beauty. It brings together models of all colours, shapes, sizes and ages in a dazzling array that looks gorgeous – because it looks like Britain. It’s a reminder that true style and glamour know no boundaries – that each person can look radiant because each of us has a unique special something to cherish. I’m a huge fan of the initiative and very proud to lend it my support."

Sarah Watkinson, founder and director of 12+ UK Model Management comments, “It is a rarity for my models to be involved in London Fashion Week or a cutting-edge editorial. The simple reason is that designers don’t usually design for curvy models. The results speak for themselves.”

The All Walks Beyond the Catwalk event is the launch platform for an ongoing campaign to raise awareness, educate and celebrate the beauty of individuality and positive self-esteem - remembering that no two bodies are the same. The project has received support from key figures in the fashion industry including Twiggy, Rankin, Matthew Williamson, Giles Deacon, Mary Portas, Georgia Jagger and Sir Stuart Rose. It has also received support from the London Fashion Showcasing Fund.

We sent our artists Lucy, Amanda and Helen to help out Kay Montano on the shoot. With models including Jade Parfitt, the girls created looks that mirrored the i-D shoot that was in the previous months i-D magazine. I asked them what kind of products were hot behind-the-scenes...

Helen tells me: "I did several models' make-up ranging from a petite mixed race girl to a curvy knockout blonde; we created looks from natural through to sculptural. The girls loved Lipstick in 'Blaze' - a real candy orange that makes the lips pop. Erin and Caryn were both really nice - I loved how Erin came round and greeted everyone in a relaxed and friendly manner. It was nice to have such a relaxed vibe - most shoots are chaos!"


Check out the All Walks website at www.allwalks.org and log on to londonfashionweek.org for more details on the initiative.

Alex Box Masterclass EXCLUSIVE to Selfridges Oxford St

It’s not often a once in a lifetime opportunity comes along, much less the chance to learn from a true visionary whose work has been seen on the faces of some of the world’s most glamorous models strutting the catwalk for A list designers such as Karl Lagerfeld, Stella McCartney and Gareth Pugh, and in magazines including Vogue, Numero, Harpers Bazaar, Another Magazine, Dazed and Confused, 10 and i-D.

Cool, creative and cutting edge, Alex has been hailed internationally as one of the most influential make-up artists of the modern era, drawing inspiration from science, technology, art, history, culture and nature and fusing them to create work that is both inspirational and innovative.

As our Artistic Director, Alex is committed to empowering people to be more creative with make-up, so is doing two exclusive masterclass sessions in Selfridges on the 3rd and 4th July.

Alex will lead each class with a step by-step-tutorial, with our team of artists on hand for one-on-one support. On Friday 3rd July (6-8pm) Alex will be focusing on 'dare to be different' looks, and on Saturday 4th July (11am-1pm), Alex will showcase ways to create head-turning, night-time looks.

The cost of each masterclass is £20 and fully redeemable on all Illamasqua products. Places are very limited to ensure that you get an intimate experience and the chance to chat personally with Alex. To find out more or to book your place at this fabulous event call the Selfridges Oxford Street team on 0207 318 3788 today!


Sorry for those of you who don't live around London - hopefully we will be in your area next! I will publish photos from the event in due course.

Alex Box Biography and Exclusive Interview

Alex Box studied and exhibited as an installation artist before training to become a make-up artist, with her main focus on relationships between the body and the environment. As a make-up artist, she went on to explore this relationship between art, science, nature and the magical. Today, Alex creates out of the box [!] looks for designers including Gareth Pugh, Alexander McQueen, Biba and Chanel.

Leading the field in experimental beauty, she is a regular contributor to i-D, Vogue, V, Harpers Bazaar and 10 magazine as well as ShowStudio online.

I grabbed a quick word with the lady herself…

Hi Alex, how are you today?

I am very good! I have got a lot done – I’ve met with two photographers to talk about creative projects for the near future, had a conference call with Rankin about our new book and been to the dentist. I’m now off to Brewer Street for a late lunch and to pick up some material!

Why did you agree to become Artistic Director for Illamasqua?

How could I say no? Julian Kynaston [Chairman of Illamasqua] approached me through Myspace after reading an article about me, written by Bethan Cole for the Sunday Times Style where I mentioned that the art of applying and enjoying make-up was being slowly lost and replaced by corporate cosmetic fads. He came to me and presented an idea for an emotional cosmetic brand that would bring the fun and life back into an increasingly stagnant industry. The fact that he approached me in such a human and informal way – through Myspace – really touched me and I fell hook line and sinker for his vision. It was not corporate, it was not business, it was passion and I absolutely understood where he was coming from as it was coming straight from the heart. We could not have been more in tune and so it was inevitable that we would form a really solid relationship.

How has the journey from idea to reality been for you?

Amazing. Ive learnt a lot; how you develop a range literally, how you translate ideas into physical product and the highs and lows of life on the production and business side of cosmetics. Of course, there are frustrations - certain pigments can’t be used on certain areas of the face, certain textures are impossible to achieve, but it is the struggles that make you really appreciate the triumphs.

I am a creative at heart and I believe that if you have a strong enough idea and enough passion and commitment to something then it can create something wonderful. I have become extremely confident and proud of Illamasqua – our visions are being shared by so many people and it is extraordinary to be a part of something like that. I believe we have barely scratched the surface. Illamasqua is going to be huge and I am going to be there every step of the way!

Has exploring individuality has always been more important to you than trends?

Yes. It’s a life long journey to discover yourself, who you are, what you believe in. Why pretend to be someone else or do what everyone else is doing? Trends are very transparent. If you try to be on trend, you’re already off which is the irony of fashion. Once you are wearing the trends, the ‘trend setters’ are on to the new thing and thus you have already fallen behind. You become like a dog chasing your own tail.

One person being labelled ‘alternative’ does not create a movement – you need more than one voice and at Illamasqua we have a whole choir! When you look at it from that perspective, our counters become even more incredible.
What advice would you give to anyone wanting to become a make-up artist?

Believe in yourself and just go with what is in your heart – a lot of people will tell you to adapt and change your ideas to suit the current fashions and if that is who you are then fine, but to be an innovator you need to be able to step away from it all and be able to reflect on your life and experiences you have had. Take time out to experience new cultures, visit exhibitions and spend time with friends as this will influence your work and give your work a view point and develop your artistic impulse. What will inspire you otherwise?

The best advice I ever received was when I was just starting out - a top make-up artist told me: It’s a stayers race. This is completely true – many people will drop away but it’s all about stamina and belief.
How would you describe your style?

An acid goth. Pure and simple.

Check out the Box News feature later this week to find out what Alex has been up to!