can England give the world a world apart from its unshakable tradition, Her Majesty the Queen and the daily five o'clock tea parties? However, there is reason to debunk another myth! In October 2008, a new luxury brand was born in England. It is called Illamasqua. Illamasqua's creative team consisted of makeup artist Alex Boxing, artist Ani Hove and legendary punk David Vanian. In addition to skin care products for women and men, the brand began to produce unique decorative cosmetics. The first branded boutique was opened at Selfridges on Oxford Street in London. And in April 2010, the presentation of the Illamasqua brand department was held at the Bloomingdale's fashion gallery at Dubai Mall. We talked with Alex Boxing, brand’s art director, about the creative approach to makeup and why Illamasqua is “for your alter ego” cosmetics. By the way, I will immediately disappoint those who believe that Alex is a man. Not at all. Alex Boxing is a young, miniature woman, somehow reminiscent of both chess queens (both Black and White) from the fairy tale "Alice in Wonderland". So…Alex, as I understand it, you definitely do not accept the traditional approach to makeup, but try to reveal the essence of a woman, her own "I" with it. When and what contributed to the birth of Illamasqua?
There is a very big gap between just makeup and the one that is able to convey to others your personal message - sensual, erotic, emotional. Looking at the photos surrounding me with fashionable make-up of summer or autumn from different brands, I realized that they all merged into one, because they lacked something personal. People cannot be alike, like twins. You can’t just buy something, guided only by advertising slogans. And then where is the holiday?
So the idea of creating Illamasqua was born. After all, someone should be telling people that there is professional cosmetics created for you, for the soul, for self-expression. Before Illamasqua, there were no English cosmetics brands on the market. We were the first and decided that we need to give people completely different images! After all, the world is filled with bright and different colors.
So, Illamasqua suggests painting itself, depending on the situation?
Of course! This is great! Today you draw a butterfly that wants to fly off your cheek, tomorrow - a flower or an original ornament. When we came up with Illamasqua, we knew that we want to not just create a huge variety of colors and shades of decorative cosmetics - shadows, lipsticks, powder, special shimmering products and oils, gold, silver and bronze eyeliners, to give everyone an opportunity to paint on their own face, neck or décolleté everything that the soul desires, but should also push people to creative manifestations. In the end, it's just cosmetics that can be washed off at any time!
What was the inspiration for creating such a diverse palette?
I just love fantasy movies and good old fairy tales. This is a real field for creativity and an inexhaustible source of inspiration. I really like to come up with new images and create appropriate cosmetic products for them. You just think how amazing it is when people are ready to get piercings or tattoos, but dare not paint their lips with bright red lipstick, make blue eyebrows and glue yellow or orange eyelashes.
Tattoos are usually done by a specialist, but you need to paint your lips and apply eyelashes yourself, and not everyone knows how ...
This, by the way, is also one of our tasks - to teach you to use all the decorative means and diverse techniques for applying professional Illamasqua makeup. In our branded boutiques and departments in New York, London, Sydney, now here in Dubai, anyone before buying something can try the products and ask our professional sales consultants to show all the ways to use them. We want to create a connection between the buyer and cosmetics that he likes and suits. It's so easy! If you want the red lipstick to lie perfectly and hold on your lips for a long time - first apply the powder on your lips, which I personally do every day. And your lipstick will not “run away” anywhere. We never dictate that this is makeup for such a season. In the end, constantly following the “fashion trends” that someone sets is boring.
How is the Illamasqua brand accepted in different markets?
I would like to know about it myself. For example, I can’t figure out what the reaction of buyers in Dubai will be. But I am very interested. Here, in the Middle East, female beauty is hidden from prying eyes, it is something more personal and intimate. In America, the UK and Australia, Illamasqua is brand 1 for parties and costume balls, and our cosmetics are also widely used in Hollywood films. In addition to the Middle East, I want to conquer Japan and Singapore, and, of course, Russia. After all, having presented Illamasqua in London, we received the very first positive feedback from Russian customers.
Which Illamasqua product sells equally well everywhere?
Red lipstick! It is a bestseller worldwide. Apparently, many are impressed by the image of Greta Garbo. I personally really like him. Eyeshadows of various colors are also a great buy. Recently, various products and powders that create a flickering effect, as well as our new body oils with overflows and light shine, have been very popular. We have products that create the effect of a varnished surface on the body. They look amazing in the summer. And all this reminds me of a film about Charlie and the Chocolate Factory.
But I am against any generalizations. We are all different and want to be different from each other, we all love fairy tales and want to return to childhood and magic. With Illamasqua, this has become possible. That's what makes me happy.
Would you like to wish something to our readers?
Be brave. Try on yourself all the images that you think will suit you. Do not be afraid or listen to anyone. Try to be yourself! After all, cosmetics can always be washed off!
Thanks, Alex. I wish you and your brand even more fans.
