The ‘‘Caught Red-Handed’: Challenging a carefully curated identity. – Beauty Editorial” is one of our online ISSUE segments, head to ‘PAPARAZZI ISSUE for the complete experience and set of images.
In an age plagued with anxiety, fear and uncertainty, celebrities embody a yearning for a glamorous, out of touch, irresistible lifestyle. LOAD has taken it upon themselves to capture juxtaposing images showcasing a series of glitzy and dazzling looks against a rather ordinary backdrop. We are taking ‘glamour’ straight out of the red carpet, placing it to inhabit everyday, ordinary settings. With this editorial, LOAD is leading the discussion on the tremendous responsibility these spotlight persona’s carry on birthing beauty trends while also being human, doing human things.
The beauty looks
Capturing iconic makeup looks worn by celebrities, the shoot offers a distinctive view of what it means to be glamorous while devouring a burger, browsing for groceries and hiding under the bed sheets. LOAD has honoured a few popular celebrity makeup trends in the editorial. According to the grids of our favourite MUAS, contouring is here to stay. Kim Kardashian blessed this world by giving us the gift that is contouring! Her and MUA Mario Dedivanovic have completely changed the way we do makeup, introducing us to sharp cheekbones and a bronzed up face. Using a bronzer/contour stick has now become a non-negotiable part of everyone’s makeup routine and naturally a part of all of the LOAD looks in this editorial, and we have Kim to thank for that.
The black lip liner look which has become Megan Thee Stallion’s signature red carpet go-to, is bold against the softer neutral glossy lip. In all honesty, we won’t be surprised if Megan drops her own beauty brand within the next few years and we are here for it. The silver eyeshadow Rihanna has pulled off multiple times is also making an appearance paired with a matching silver lip. The reverse cat-eye action look and rosie cut crease is a tribute to none other than Euphoria’s very own Maddy. Her iconic wing-liner has disrupted the whole beauty industry which has led to an inevitable fascination with the character and the wide ranging desire to replicate, wishing deep down to adopt her badass persona together with her iconic looks. Julia Fox’s winged eyeliner had to make the cut. The viral look together with her viral saying “I did it myself” have become a staple within the beauty community embodying this idea that celebrities are people like us that do their own makeup implying some sort of deceiving effortlessness.
LOAD explicitly curated a series of images that use a rather dull background to these extravagant looks , choosing to shoot in grocery stores, at home and in London’s streets. The two contraticting ways of life are held together in perpetual tension within a frame, in a deliberate attempt to raise questions about the coexistence of these two worlds.
Are celebrities like us?
While this obsession with celebrities feels inevitable in a culture that places greater value on what someone looks like than anything else. Yet, let’s not delude ourselves into thinking that celebrities are people like us just because they might enjoy a burger or two every now and then. It’s a constant balancing act, trying to be human while the whole world is constantly watching. The pressure extends beyond makeup and hair to manners too. At a time, Hollywood celebrities used to embody glamour and class however, with the growing popularity of reality shows like The Real Housewives and The Kardashians we get to have a glimpse of a not so glamorised reality, provoking any previously set expectation of the famous, the popular and the wealthy.
The age of indoctrination
It’s not entirely clear if our allegiance is supposed to change after reality tv exposure, whether we are supposed to see celebrities through a different lens or even worse identify with them. The impulse to copy celebrities is understandable too and whether you like these celebrities or not is besides the point. This desire to recreate, has led us into an age of indoctrination, stemming away from any form of self expression. Most celebrities consistently fail to show how expansive and transformative beauty can be, failing to break out of the confines of oppressive beauty standards. As we are all waiting at the edge of our seats wondering what the next big makeup trend will be, we are also very much in awe to see who will be the one to come up with the next big thing.
Team:
Photography CIARAN STACK @CIARANSTACKCreative
Creative Direction KONSTANTINOS TSAGKARIS @KONSTANTINOS.TSAGKARIS, & FILIPPOS VOGDANIS @PHILIP.VOGDANIS
Make-up BEATRIZ @MORA.BEZA, AYAMI OKANO @AYAMI_OKANO__
Hair BEATRIZ @MORA.BEZA
Models THEO PAPOUI @THEMBOTTHEO, AMBER WANG @AMBERRRWANG, VERO JACOBS @VEROJACOBS, DAN TOLA @DANXTOLA
Article MARIA MAVRI @_MARIA__MAVRI