I don’t usually wear make-up, but, when I do, I always end up being rather generous with the coats of lipstick or opt for striking colours. This habit comes from the fact that when I was a little girl and used to go to ballet classes (a ‘must’ in the ‘80s for every well-behaved little girl in Italy…), the artists who used to do our make-up at the end-of-the-year show (usually a big thing with costumes made by Rome-based theatrical tailoring houses) always explained us that the make-up worn by actors or dancers had to be striking as it had to show even from a distance. This rule fascinated and haunted me for years to the point that, many years after I learnt about it, thinking I was a night-time diva, I caused my German philology lecturer a deep shock wearing at one of her classes a deep blue lipstick (I guess it was meant to prove her I had studied enough, as she had explained in a previous class the meaning of blue dye in battle…).
So, being make-up linked in my mind with a theatrical environment, I was very interested to hear about Illamasqua, a new make-up brand that offers an extensive colour and product range inspired by high drama and a rich heritage in the manufacture of make-up for film and theatre.
Debuting in Selfridges, this British unisex cosmetics company was founded by the head of Leeds-based integrated marketing agency Propaganda, Julian Kynaston, together with a team of leading chemists, in association with Berlin-based Kryolan, a leading company for theatrical and film make-up (originally launched by Arnold Langer), and an art team comprising The Damned’s Dave Vanian (a man well-versed in the art of theatrical make-up…), German artist Anja Huwe and make-up artist Alex Box, well-known for creating the make-up at Gareth Pugh’s catwalks.
Though the name makes me think about some kind of strange and obscure horror films from the early 1900s (could it be some kind of obscure German or maybe Mexican vampire film?), the original inspiration for Illamasqua’s four collections – 1920s Berlin, Fantasy, Noir and Romance – came from the 1920s dark Berlin club scene, when, from amateurs, actors became professionals and other vital figures, such as lighting engineers and make-up artists, were hired by theatres.
So far Illamasqua has produced 107 eye shadow shades and 46 lip colours, all of them ensuring a long-lasting duration and the chance, if you use them in a clever way, to transform yourself into someone else, thanks to their vibrant colours. There are blood-like reds and deep black lipsticks, sparkling golds, intense blues and even different shades of white liquid foundation that will offer a great combination of goth, glamour and chic and will definitely attract the attention of both men and women. For Christmas the brand also created a special "Femme Fatale" kit that features a red lipstick, nail varnish and eyeliner, plus a blindfold designed by Coco De Mer.
Breaking into the multi-million dollar cosmetics industry might be difficult for Illamasqua, but not impossible, after all this brand has launched a professional product that didn’t exist on the market before. For the time being those who want to get to know the Illamasqua range will have to visit Selfridges in London’s Oxford Street, but, from January 2009, the range will reach more department stores, while its online shop will also become available. Those ones who can’t resist waiting but are not able to go to London, can in the meantime do their homework by watching the Illamasqua video tutorials available on the brand’s site under the Art of Make-up heading (or look for them on YouTube) or they can explore the theme of the alter ego through Michael Pate’s short film "Prism" made for Illamasqua’s launch.
I’m looking forward to seeing how this very promising brand will develop and which amazing colours it will launch in future. It’s a shame though that my university years are past behind me, otherwise I would have had new weapons to scare my lecturers with.
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