The Jacquemus AW15 runway payed homage to the work of Sebastian Bieniek's 'Doublefaced' photography series. The photo series showed female subjects partaking in their daily routine sporting an eerie hand-drawn face on the right side of their own faces. Bieniek wanted to portray the double standard women face in today's society. One face showed the intention of the manufactured public face and the other showed one's controlled private face.
The two-faced world women live in has bled its way into Jacquemus' Fall/ Winter 2015 collection. The designer also collaborated with the Berlin-based artist, known for his surreal-like drawn double faces so that a few of the models were quite literally made up to look two-faced. This beauty collaboration speaks loudly to the direction of women's rights in an artistic manner.
Eerie Two-Faced Makeup
The Jacquemus AW15 Collection Reflects on Society's Double Standard
Trend Themes
1. Two-faced Makeup - The trend of two-faced makeup artistry to raise awareness on societal double standards can be leveraged by cosmetic companies in their marketing campaigns.
2. Collaborations with Surreal Artists - The trend of collaborating with artists to incorporate their surreal and abstract work in fashion shows can provide emerging and established artists a platform to showcase their work while also setting a groundwork for future collaborations.
3. Fashion Trends to Spur Social Change - The trend of incorporating social messages in fashion shows can help raise awareness on important issues catered towards women and inspire brands to use their platform as a catalyst for change.
Industry Implications
1. Cosmetics - Cosmetic brands have the opportunity to incorporate the two-faced makeup trend in their products and campaigns to appeal to their target audience and create a social message attached.
2. Fashion Design - Fashion designers can collaborate with visual artists to draw inspiration from their work and create innovative and thought-provoking collections with a distinct voice and vision.
3. Social Advocacy - Social advocacy organizations can leverage this trend to start conversations and movements around societal double standards and push for change among policymakers and corporations.