The Edit

Generation Q: Amrit

This weeks interview is with Beauty Before Age competition winner, Amrit.  Amrit’s Mum nominated her and she was chosen out of thousands of entries to start in Illamasqua’s AW12 campaign, Generation Q.

1.Tell us a bit about yourself? Where are you from, age, story.

My names Amrit, I’m 21 and I moved to London a few years ago to study at the London College of Fashion to pursue a career in the fashion industry in styling, hair and make-up.

2. What is your personal relationship with make-up?

Although I now study make-up, I haven’t always wanted to study it, but I’ve always had a relationship with it. From an early age I always used to see my mum gets ready for work as she sat at her dressing table applying her make-up. As I used to come back from school and mum was still at work I used to make the most of such an opportunity and apply her make-up to myself. If truth be told I still look at my mum in the same way, time may have changed and she may have gotten older but by no means has her beauty declined – she’s more gorgeous than ever. As I’ve grown up I’ve also acquired some scarring to my face so make-up for me is hope, confidence, memories, and most importantly inspiration to achieve whatever I may want to.

3. What were your initial reactions to finding out you’d be chosen from thousands to star in Illamasqua’s AW12 campaign?

I couldn’t believe it. I was at University and received the call and I hadn’t a clue as to what the phone call was about as my mum had entered me into the competition. Nevertheless I was jumping for joy – Illamasqua is an amazing brand with equally amazing beliefs.

4. Walking on set, how did it feel to be a model and experience a professional photo-shoot?

Walking on set was a great feeling. The team was amazing, and each and every single one of them made me feel comfortable, sexy and like a model. Knowing that you’re going to be in the next campaign left me speechless so I thought “what the heck” you only get one shot at this, so I made the most of the opportunity which I feel extremely blessed and grateful for.

5. What did you think of your look and is there any piece you can’t wait to wear?

I looked in the mirror and couldn’t believe what I was seeing, the transformation was beyond words, and I definitely felt sexy. The purple lips were my favourite part and I cannot wait to purchase the Lipstick in Underworld! Along with the amazingly huge hair and perfect make-up, the styling was just as great, I felt so chic!

6. What was it like having your make-up done by Creative Director Alex Box?

Alex Box is someone who I’ve been inspired by for many, many years. Her work is flawless on so many levels and her creativity is an inspiration to all. I recently saw her at IMATS and having Alex Box working on MY face was the most surreal experience ever, I usually watch her create amazing work on someone else. I couldn’t believe it, I mean it’s THE Alex Box!

7. Are you excited to see your imagery on Illamasqua counters across the world?

I absolutely cannot wait. The whole experience has been a great experience and to see the final images not only in my home town but the world leaves me with an amazing feeling.

8. What are your thoughts on our use of real women for our campaign?

I think it’s brilliant. I think more brands should notice what Illamasqua does and take it on board. Everyone is beautiful; you don’t need to be a stick thin model to model. Beauty isn’t about weight, nor is it about the way you “look”. Beauty is about confidence and using real women shows this.

9. Why do you think that women should be empowered to wear bold, colourful make-up at any age?

There is no rule to say you can’t nor is there a rule to say the older you get the less makeup you should wear. Like I said, make-up is about confidence, and if bright colours, bold statement make-up helps show this then why not? Age doesn’t matter whatsoever, it’s merely a number.

10. What have you taken away with you from the whole experience?

That real people are exactly that, real, and that make-up is a positive part of life which not only helps us express ourselves but helps show a message. But I think I also need to state that I’ve taken away an amazing experience which I can’t thank Illamasqua enough for.

We loved having Amrit and I’m sure you’ll agree – her images look stunning!


Govinder Rayt

Govinder Rayt

Writer and expert