Alexa Chung Teams Up with Indie Makeup Brand Eyeko
To say Alexa Chung is busy is an understatement. In addition to just signing a deal with the indie cosmetics brand Eyeko, the 29-year-old Brit's current projects include an upcoming book, "It," and a contributing editorship at British Vogue. Not to mention her DJing, modeling and presenting daily on a music TV show, "Fuse News."
Most people would stress out with such a pack schedule but Chung said she's exactly the opposite. "If something excites me or I'm inspired by something, loads of ideas fall out of my head," she said, speaking to WWD in a suite at Manhattan's Bowery Hotel.
This was definitely the case when she met with Eyeko founders Max and Nina Leykind in an East London café. "Maybe it was the hangover, but my head was loosened up and I came up with at least 50 things," she said.
Chung will be advising Eyeko on products. "It's a creative relationship," she said of the company. "I send images and different inspirations to Max and Nina and we go from there. It's quite free form at the moment."
"She'll e-mail us in the middle of the night and say, 'Hey, what about this, such a cool name for a product,'" said Nina Leykind. "I don't think it would work if we weren't on the same wavelength."
For the Leykinds, no other spokesperson would have worked. "We've been fans of Alexa's for a long time, and we were like, 'She's an eye freak like us,'" said Max Leykind. "She's as obsessed as we are."
Chung worked with Eyeko on a $45 set which includes waterproof black eyeliner and waterproof black mascara. It will be out in globally November in the brand's stores plus other retailers including Selfridges, Space NK and Sephora.
"Liquid liner is my savior," Chung said. "Other people like other things to feel like they look normal, but for me, I'm pretty much naked without my eyeliner on. It's my comfort blanket." Jokingly, she added, "I penned the book with the eyeliner!"
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