View the complete set of images of the PAREIDOLIA story and full flip-through of THE BOND ISSUE online here
We can all agree that the digital age has put beauty culture on steroids. Load is sparking a conversation on close interpersonal relationships, ones not bound by blood (or chance). Humans forge bonds and connect through shared experiences, fleeting dreams, or -inevitably- the weight of shared trauma. Looking through a post pandemic lens, human connections have seen a digital shift. This digital era is bringing a wave of virtual communities fueled by common interests. Since then, these communities have grown exponentially especially within the enduring, multi-billion dollar powerhouse that is the beauty industry.
Pieces and fragments
For this editorial, LOAD has manipulated space and structure. When looking at these images, suddenly structural oppression exists. In this fragmented collage, we allow for these images to transcend the limits of space. The lens focuses on facial characteristics, all enhanced by the bold makeup. The role of makeup in this is vital as it serves as the only means by which these recurring shots fragmented pieces can somehow make sense when forced side by side. Here, Load is intentionally bringing together different styles of makeup, combining graphic eyeshadow with nude lips while reimagining nostalgic makeup eras. Current tik tok trends like the sunset blush are effortlessly blended with a 90’s thin eyebrow : Camp meets the 2000s meets the clean girl era. As we follow the lens through these intimate closeup shots, we are to be part of a conversation about the illusion of space, as the digital era has somehow managed to eradicate distance. It is almost disarming, as it surrenders to the conviviality of the shared experience. This editorial is perhaps truer to the actual representation of digital bonding than any other, an allegory, to say the least.
Beauty and Activism
Behind the makeup look
If your Instagram feed is anything similar to ours, you are probably witnessing @golloria as she’s putting out fires, calling out brands advocating for product inclusion. And winning. More and more celebrities are using their platforms to champion a range of social causes in hopes of driving meaningful conversations and inspiring real change in the industry. Rare Beauty by Selena Gomez was founded on the principles of mental health. The brand gives away 1% of all sales to support the cause, while on October 10th (world mental health day) in partnership with Sephora, 100% of Rare Beauty sales were donated to the cause. Meanwhile, brands like Milk Makeup are taking over our for you page, as the influencers we now trust and love are promoting vegan, cruelty free makeup perfectly aligned with our clean girl era.
As these influential people strive for change within the industry and are achieving it, we can’t help but wonder what’s next. We predict more change as these communities grow with no tolerance for any room of error when it comes to inclusion and sustainability. Beauty industry has long served the ruling classes through implementing and sustaining the deemed desirable look but we are now witnessing a dramatic shift in recent years, advocating for real change.
Sense of belonging
In the realm of connection, social media ignites a desire for belonging. Hairstylists and makeup artists are no longer side characters but are stepping into the spotlight, building their own brands and fan bases through their social media accounts. As these audiences grow, people from all corners of the globe are finding ways to connect, breaking down barriers and forging unexpected bonds. The power of these communities is now undeniably limitless, serving as a powerful reminder that when people come together for a common cause, change is inevitable. Even when miles apart, behind screens and across seas, social media provides a digital platform for the industry to reincarnate through its people. It goes without saying that this editorial is celebrating the families you create, not the ones you get.
Team:
PHOTOGRAPHER JOHN LEVY @JOHNLEVYROCREO
MUA PAULO MESSA @MESSAPAULO
MODELS PHEBE @PHEBEBPM, AMELIA FINN @millillllillfinn, JAZOULIYAH @JAZOULIYAH STUDIO MONS
STUDIO @QUINAMONS_STUDIO