LOVESEEN
In the American fashion world she´s an institution: as the creative director of J.Crew Jenna Lyons has reshaped the company´s image, and dressed from Beyonce´ to Kate Middleton. Now the fashion designer has focused her creative genius into fake lashes. Why? “I suffer of incontinentia pigmenti, a genetic condition that affects hair growth” says Lyons “I have 7 eyelashes in total.” Frustrated by the lack of un-dramatic styles on the market, the designer has teamed-up with makeup artist Troi Ollivierre, a long-time collaborator, to launch last September LoveSeen: a direct-to-consumer beauty brand featuring easy-to-apply, natural-looking lashes for everyday use ”in multi-tones, shades, and hues that look more natural and seamless, for all complexions. “ Elaborated strand by strand by meticulously fitting them on 21 women of different ethnicity, the 10 styles are versatile, lightweight, suit diverse eye shapes, don´t require mascara to blend, and “don’t need an entire face of bold makeup for them to look right.” An easy 3-step quiz, on the brand´s playful website, identifies the best lashes for you. Mine are “Jack”, soft and fluffy, with fullness on the outer outline, in a subtle brown/black; “Levi”, a wing tip for that innocent Bambi look; and “Luca”, an eye-opener available also in light brown. All looks are conceived to enhance the wearer´s natural beauty: “We are interested in people feeling like themselves, only brighter” says Lyons. Add that the brand´s glue is hypoallergenic and latex-free, the packaging plastic-free and recyclable, and a patented gold handheld tool makes the application fool-proof, and it´s obvious that LoveSeen´s falsies are a modern must-have; and a staple of the current “above-the-mask” beauty trend.
