Anastasia, Iceman, JFK: I like an excellent thriller. Over the previous couple weeks, I have been invested in determining which magnificence model is behind Unframe the Magnificence, a marketing campaign that randomly popped up at New York Style Week. Fashions had been seen in between reveals toting manilla envelopes printed with confidential in giant, crimson capital letters; make-up artist Diane Kendal wielded unbranded, never-before-seen liquid liners backstage at three.1 Phillip Lim; in a single day, adverts that includes aliens with graphic liner had been plastered throughout town. All pointed towards Unframe the Magnificence.

Intrigue mounted as social media accounts for Unframe the Magnificence beginning popping up, providing a anonymous black liner free of charge for curious events. All they needed to do is vote on whether or not they would preserve or drop it.

After years of watching virtually each episode of CSI, I made a decision to harness the crime scene investigator expertise I’ve picked up and tried to get clues out of make-up artists about Unframe the Magnificence. All I discovered was the liner is available in some enjoyable colours. Nobody had any perception on which model was behind the mysterious marketing campaign. So once I was requested to completely reveal the precise data I have been trying to find, I used to be clearly thrilled.

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Unframe the Magnificence comes from a model that by no means would have crossed my thoughts: Flowfushi. You are in all probability scratching your head too. Discovering this out simply opened up a brand new investigation for me. After some sleuthing, I discovered the model hails from Tokyo, Japan, and used to make a liner that appears just like the Unframe the Magnificence’s. Each have an octagonal form and bristle applicator. Korean YouTuber Pony has referred to as it out in her movies, cueing followers to attempt it out for themselves by scooping it up on Amazon. Nonetheless, the model mysteriously shut down in September 2018. Effectively, now it is again with a brand-new model referred to as UZ.

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Fortunately, its founder, Hiroshi Imamura, shared extra about UZ with Attract, in addition to what we will count on from it sooner or later.

Background on Flowfushi

Again in 2011, childhood buddies Imamura and Masayuki Kuwajima began Flowfushi with no expertise within the magnificence business. “We enabled us to see the business by recent eyes,” Imamura explains.

As outsiders, they discovered themselves listening extra to their clients than specialists. Flowfushi rapidly turned recognized for glossy, progressive merchandise with inexpensive, accessible costs, like Pony’s beloved Mote Liner.

By means of Flowfushi, the buddies seen limiting magnificence beliefs or “frames,” as Imamura calls them, and aspired to transcend them. Eight years later, Unframe the Magnificence depends on that philosophy. “It is greater than a marketing campaign,” he reveals. “It’s a reminder that magnificence shouldn’t be one thing dictated by a privileged few. Quite, it’s one thing that exists in all folks that solely must be revealed.”

“It’s a reminder that magnificence shouldn’t be one thing dictated by a privileged few. Quite, it’s one thing that exists in all folks that solely must be revealed.”

Imamura goes on to say that they’re difficult folks to seek out merchandise they really get pleasure from and discover magnificence with none guidelines. “We’re unframing the present concepts and creating the merchandise that may excite all ages, each race, and each gender,” he provides.

Now that Flowfushi is now not, the pair has extra than simply Japan as their target market this time round. That is why they determined to reboot as UZ.

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Why Debut Throughout NYFW

To maneuver past Japan, Imamura and Kuwajima put collectively the foremost NYFW marketing campaign, conserving their firm’s historical past of doing issues in an enormous method in thoughts. “Our merchandise are sometimes subcategory-defining merchandise,” Imamura says. “They’re all the time launched by enjoyable, unconventional campaigns which can be groundbreaking and generate enormous crowds and massive buzz.”

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