The extreme cheek of Italian Vogue


screen cap vogue italia

Frockwriter loves the fact that the late Alexander McQueen finally did what more than one scifi makeup artist must have dreamed of doing for his Spring/Summer 2010 ‘Plato’s Atlantis’ show last October: use prosthetics in runway makeup. But we really didn’t anticipate that the alien-esque look would be adopted quite so literally by the fash pack. Imagine our surprise, then, to check into Vogue Italia’s website and spot the headline, The Now Idea - Focus on cheekbones, accompanied by a gallery of backstage images from the show, a video and the following instructions, which naturally squeeze in as many plugs for Vogue advertisers as possible:

A rebuilt face, yes, but just for one night. Implants become toys you put on your cheeks to change your features and live a special night as if you were a creature from outer space or a nymph who escaped from the forest. In a soft version they are more structured types of foundation that create a smoothing and reconstructive effect, while soins help features to get lifted.

Cheekbones Volumizer by Pupa acts with a lipo-filling cosmetic action which increases volume thanks to Volufiline and Kio Pulp Complex V10. You will already see the effect after a few applications.

For the treatment of the whole face, there's the Recompacting High Definition Foundation SPF10 with anti-wrinkle action by Collistar. The special formula extends your features and strengthens the facial contours, while the marine collagen acts in the tissues giving you a long compacting action”
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alexander mcqueen SS10/vogue.it

Hilariously, the story sits directly opposite a second beauty story entitled Beauty Victim, which warns about the dangers of too much plastic surgery:

“Cosmetic surgery can dramatically improve our physical appearance. But be careful not to go in for too many operations in an attempt to achieve an impossible model of aesthetic perfection. Don't become a beauty victim.

This is what happened to American socialite Jocelyn Wildenstein, also known as Catwoman, who spent four million dollars on plastic surgery. The outcome? Her face was radically altered, giving her a grotesque, unnatural look”.