The Beauty Industry Made Its Mark on Fashion Week
For most of the fashion world’s history, the beauty industry has stood in its shadows. As relatively cheap goods, cosmetics are a way for the average consumer to own something designer. These high-end brands are able to sell tubes and tubes of lipstick while drawing a higher profit margin simply by attaching a designer brand name. A lipstick feels more within reach compared to the multi-thousand dollar price tag on clothing. Despite this, cosmetics can still feel separate from the fashion world, merely a way to enhance the presentation of clothes. With the rise of makeup publications, such as Into the Gloss, and the virality of Get Ready With Me videos, the cosmetics industry is taking a step into the limelight, as both an economic power player and a form of self-expression. This growing importance was seen at New York and Paris Fashion Weeks, both in collaborations with brands and stand-alone makeup events.
Djerf Avenue x Glossier
The collaboration between Scandinavian brand Djerf Avenue and Glossier makes sense. It's a match made in minimalist heaven, where the natural beauty espoused by Glossier complements the effortlessly sleek aesthetic of Mathilda Djerf. Djerf Avenue debuted at the Fall 2023 New York Fashion Week, launching a slew of pop-up shops days before the show. Glossier, the exclusive beauty partner for both events, was present for all of this, perfectly complimenting Matilda Djerf's fresh and feminine aesthetic. The makeup brand handed out goodie bags at the two co-branded Djerf Avenue’s runway shows, offering behind-the-scenes insights on the Glossier beauty looks, and providing viewers with the power to recreate the looks at home.
Djerf Avenue clearly recognizes the holistic nature of style and the power of makeup in self-expression. Both companies benefit from the combined value of the brands’ names. Rather than one company trumping the other, a more collaborative and equal relationship is seen between beauty and fashion.
L’Oréal Paris “Le Défilé Walk Your Worth”
Kendall Jenner closing out the L'Oreal Show as part of Paris Fashion Week. Courtesy of LAURENT VU/SIPA/SHUTTERSTOCK
The growing impact of the beauty industry was seen at Paris Fashion Week as well. For the 6th year, L’Oréal Paris presented a runway show under the Eiffel Tower, called “Le Défilé Walk Your Worth.” The event is meant to display the strength and beauty of all women. The spokespeople, who doubled as the models, included Kendall Jenner, Eva Longoria, Helen Mirren, and many more. While the event was a fashion show, the clothes were not the main attraction. The models wore garments from a myriad of designers, but the focus was on makeup and the power it has to instill confidence in its wearer.
Lancôme x Louvre
Courtesy of Women’s Wear Daily
Also during Paris Fashion Week, Lancôme hosted an event to debut its new capsule collection with the Louvre Museum. Nine sculptures were chosen as inspiration for the collection, each representing self-confidence and beauty. The packaging of each product reflected some aspect of one of the pieces of the art. The accompanying tagline for the collection is “Beauty is a living art.”
This collection reflects the full transformation of the cosmetics industry. The integration of beauty in the world of fashion suggests an evolving relationship between cosmetics and style. Makeup is no longer simply a tool to fit within the societal ideal of what beauty looks like, but rather an art form in itself. Cosmetics will continue to develop as an integral part of self-expression.
Feature Image Courtesy of Djerf Avenue