Max Azria - Vivienne Tam - Tracy Reese - Great Lash - Maybelline
2 - Max Azria - Vivienne Tam - Tracy Reese - Great Lash - Maybelline
3 - Max Azria - Great Lash - Maybelline
4 - Vivienne-Tam - Great Lash - Maybelline

Features

THE METAMORPHOSIS OF A MASCARA

MAYBELLINE’S Iconic GREAT LASH Mascara Gets a Design Makeover for Her 40th Birthday

By Anita Marie Antonini

September 2011


In Celebration of the 40th Anniversary of Maybelline’s iconic product, Great Lash Mascara, some of their (and our) favorite designers: Max Azria, Vivienne Tam and Tracy Reese reimagined the pink and green tube in a limited edition collection. Each designer took inspiration from their oeuvres to create their own one of a kind must-have product just in time for Fashion Week.

As the official sponsor of Mercedes Benz Fashion Week at Lincoln Center, Maybelline New York is excited to celebrate Great Lash Mascara–40 years young, wink wink.

We caught up with two of the three designers and asked them about their Great Lash makeovers…

Anita Marie Antonini: What was the inspiration for your interpretation of the limited edition packaging of Maybelline’s Great Lash Mascara?

Max Azria: Nothing says glamour to me like Old Hollywood. I was inspired, in part, by a photo of Gloria Swanson gazing through a panel of lace, and although it’s from the 1920s, it feels so modern, so feminine, alluring, mysterious and seductive.

Vivienne Tam: I believe in breaking the rules–bringing East to West and West to East. Mascara is universally used by women globally. It truly crosses bridges–which is also my intent. Incorporating the Chinese character for the word “eyelash” into my packaging design felt like the perfect fusion of my world and Maybelline’s.

AMA: Maybelline’s Great Lash Mascara is an iconic product. Who or what is one of your favorite icons, and why?

MA: I have so many favorites that I can’t decide on one. I’m inspired by Marlene Dietrich, Greta Garbo, Mia Farrow…and above all, by my wife.

VT: My idea of iconic is something that can stand the test of time. I look to the classical world of the arts and culture which has always influenced me. The Kun Opera, the richest and most ancient of Chinese operas, remains a favorite icon and was the inspiration behind my Fall/Holiday 2011 collection.

AMA: Fashionable to me is like an aura, something that exudes, somewhat ethereal. What does the word “fashionable” mean to you?

MA: I focus on style rather than fashion because it comes from within. Great style is part of you–it’s a form of expression. I design clothing that makes women feel beautiful, confident and feminine. Le style, c’est la femme.

VT: Being fashionable comes from an inner convergence of confidence, grace, and awareness of self. Understanding what is stylish does not necessarily constitute fashion ability.

AMA: Who or what are the most fashionable people or things surrounding you in your life?

MA: My wife Lubov has always been my muse and biggest source of inspiration. She never fails to surprise me with her unique sense of style and passion for life.

VT: My mother and my partner.

AMA: Fashion and beauty go hand-in-hand, especially beauty from the inside. Give us an example of beauty on the inside in your life.

MA: I’m surrounded by it! I have my five daughters, my wife. I’m blessed to be working with such strong and amazing women each and every day. And my company is mostly women–beauty is all around me.

VT: I believe that “beauty on the inside” comes from my heart; in my passion to create and my deep love of my art. When the heart feels so deeply about something, beauty is bound to be achieved.

Vivienne Tam’s East meets West style is a staple for anyone and everyone who loves to dress with a creative, modern edge. Landing in New York from her birthplace China with an upbringing in British Hong Kong, Tam breathes style and inspiration from her exotic cultural roots.

LINKS:

Vivienne Tam Official Site

Max Azria, the man of many hats, is the Founder, Designer, Chairman and CEO of BCBG Max Azria Group. Along with his wife, Lubov Azria, Chief Creative Director of BCBG Max Azria Group who works closely with her husband, Max to execute his vision and create their collections which is a cross between European refinement and American spirit, a crowd favorite among celebrities, models and fashionistas alike.

Fun fact: the BCBG name is based on the French phrase, bon chic, bon genre, Parisian slang for good style and good attitude. Indeed & bet you didn’t know that.

LINKS:

BCBG Max Azria Group Official Site

Vivienne Tam & Max Azria interviewed by Anita Marie Antonini

Written by Anita Marie Antonini

Photography by Patrick McMullan, Clint Spaulding & Jimi Celeste for Patrick McMullan.com.  Additional Photography Courtesy of Lalena Luba (Vice President of Public Relations, BCBG/Max Azaria Group) & Anna Edwards-Wagoner (BCBG),

Design by Marie Havens

Special Thanks to Sara Younger & Julia Murphree at Maybelline, Lalena Luba (Vice President of Public Relations, BCBG/Max Azaria Group) & Anna Edwards-Wagoner (BCBG), Vivienne Tam & her team, & Tracy Reese!

Captions:

Page 1 / Cover:

1- Max Azria, Courtesy of  Lalena Luba (Vice President of Public Relations, BCBG/Max Azaria Group) & Anna Edwards-Wagoner (BCBG)

2- Vivienne Tam, VIVIENNE TAM Fall 2011 Fashion Show, The Theatre at Lincoln Center, NYC, February 12, 2011, Photography by Jimi Celeste for Patrick McMullan.com

3- Tracey Reese, 2011 CFDA Awards – Inside Arrivals, Alice Tully Hall, NYC, June 6, 2011, Photography by Clint Spaulding for Patrick McMullan.com

4- Maybelline Great Lash Mascara bottles, Photography Courtesy of Maybelline

Page 2:

Maybelline Great Lash Mascara bottles, Photography Courtesy of Maybelline

Page 3:

Max Azria, Lubov Azria, Models, MAX AZRIA Fall 2011 Fashion Show, The Stage at Lincoln Center, NYC, February 13, 2011, Photography by Clint Spaulding for Patrick McMullan.com

Page 4:

Vivienne Tam, TIME 100 GALA: TIME’S 100 MOST INFLUENTIAL PEOPLE IN THE WORLD, Lincoln Center, NYC, April 26, 2011, Photography by Patrick McMullan for Patrick McMullan.com

read the complete article