IMATS LONDON 2016

For movie industry, fashion is crucial as it encompasses many aspects that can be related to this industry. Started from the outfit to the make-up of artists are the most considered things while watching a movie. Especially while producing a fiction movie, directors are focusing to improve the effect for characters inside the movie, as it is expected will boost the visual quality. People might be always wondering with the process of creating the make-up look. Thus, in IMATS every details of make-up process are explained as the world most famous make-up artists involve to the most-awaited make-up exhibition. In addition, the interview from the make-up expert, Zukreat is shown in order to make people understand the fashion industry from make-up field perception.

IMATS is the world’s biggest make-up exhibition which usually carried out in six big cities in the world, namely New York, London, Los Angeles, Vancouver, Toronto and Sydney. Basically, IMATS stands for International Make-up Artist Trade Show. IMATS firstly held in 1997 by the publisher of Make-Up Artist magazine and the make-up artist winner of Emmy Award, Michael Key in Los Angeles.

In 2002, IMATS London was launched and gained significant success. Thus it encouraged the founder expanded the show to Toronto and Sydney at 2009, also IMATS Vancouver in the following year. Before, there were no particular make-up gathering and exhibition designed for make-up artist or enthusiast, even though several cosmetic companies have tried to organise for such events.

Here, I am going to report what’s inside IMATS London 2016 where many make-up artists, exhibitors and conscious are able to learn regarding beauty and art from industry leaders. IMATS London is often taken place at National Olympia Hall London in about three days. The first day is the make-up artist pro seminar and the last two days are opened for public.

Saturday, 4rd June at the second day of IMATS, the pins of my watch pointed at 9.45 am, it was 15 minutes before the gate is opened. It is obvious the venue was filled up by many art and beauty conscious which mainly youth people. When I entered the hall, my eyes immediately saw major cosmetic brand pop stores in the centre of Olympia. There were MAC Pro, Bobbi Brown Make-up Pro, Makeup Forever Pro Studio and other multi-brand stores which sell make-up kit and accessories such as brushes. Moreover, many make-up schools joined in IMATS 2016.

From the crowd I could see people looks’ were varied, started from neutral (basic) until the dramatic looks. Those who used the most intense make-up were the participants of the make-up competition. IMATS provides some features such make-up gallery and Battle of the Brushes make-up competition which allows international make-up students creating given themes during the exhibition. When I crossed some stores, I saw few make-up students were painting the models.

I saw a lot of people surrounded the models and asking for photos. The process of body painting and make-up seemed long and complicated. I asked one of student from Cinema Make-up School about how long it takes to create the look of the character, she said “depends on the details that you’re going to present. We are not allowed to copy the exact look, but we must improvise the look using our own visualisation. Usually I spend 2-3 hours to paint one model”. This year the theme of competition was Four Decade of Star Wars which presented in the main stage.

There were two stages in IMATS, the main stage is used for talks from industry leaders and demonstrating the process of creating the prosthetic look. Whereas another stage is open forum stage where people able to ask some question. Today, the film maker Paul Davis created Beware The Moon, unveiled the making of the character looks in An American Werewolf in London. Together with Tom Hester, the crew from Rick Baker’s creature effects, they discussed about the classic film with Joe Nazzaro who is the contributor of Make-up Artist Magazine.

It was very interesting talk, audiences were able to acknowledge the details of producing films and creating the character in the movie. In the talk, it explained how to choose the correct materials and create the effects or illusion in order to have the wanted look. After the talk, I decided to stroll around the show. Looking for some pop-up store which some of them don’t have any physical store in London.

My trip was stopped by a store who owned by one of the most talented make-up artist, Zukreat Nazar. Zukreat has worked with many cosmetic companies, such Dior, Chanel, Lancôme, MAC Cosmetic and YSL. Also she has worked for several fashion magazine and involved in fashion shows such as, London Fashion Week. She has been an Youtube since five years ago, on her channel she shows the make-up step in depth.

Let’s have a look our little chit-chat :

Hi Zukreat, how are you?

I’m good, just busy with this stuff. You know, that running the business and doing makeup for people sometimes overwhelming. But, I’m pretty enjoying my job. There is nothing more interesting than making your hobby to be your own main job.

I have seen so many times your video on Youtube and been wondering how long you’ve been doing the make-up things?

Well, I’ve been doing make-up since I was about 16, it is approximately 19 years I think of make-up experience. Feels like I have been doing make-up more than half my life. (giggles)

What encourages you to be a professional make-up artist? And why?

Basically, I have worked for a cosmetic counter at the central London, and I was doing makeup for customers that come in. Then slowly I built my confidence that way, then my friends asking me to do their makeup, started from special occasion to wedding makeup. I realised that I am quite able to do the make-up things. One day, I decided to do it personally and created my own website, so that people know my work. So, that is one thing naturally evolved into something else and I love it anyway, I consider myself as an artistic person. I find that doing make-up is an outlet for me to do art, so that is my creative outlet to do make-up for people’s faces.

I know that you work closely with fashion industry, what do you think about fashion and make-up nowadays?

Uh.. You know, fashion and makeup always go together. For example, on the runaway, the make-up on models are used to support the clothing that they presented. And I think now make-up and fashion are repeating the previous fashion trend, like from 80’s or 90’s, but they have been evolved. You know, when designers creating the collection from previous time, people really wanted to go into the trend and started to find make-up looks which is matched with the fashion styles. Many of my clients asking me to do the looks from different eras but still look sophisticated. Also sometimes the make-up artist like me gets inspiration from the fashion runaway. For example, bold eyebrows. Before I think the thick eyebrows only happen on runaway, but now many people like to have this kind of eyebrows. I think fashion and make-up are inspired each other. Both of them make us to be more creative.

You have worked for many fashion shows, can you tell me about your experience doing make-up for runaway?

Doing make-up for fashion show is always interesting for me. (giggles) It is so hectic and busy, it feels like you had no spaces to work. Basically, the intensity in there was so high. So, I would say it’s not always glamorous if everybody thinks it is, like they see the pictures from magazine about behind the scene of fashion show. But, honestly, I like work for fashion show. Beside you now the latest collection of those designers, you could also expand your knowledge in terms of many job roles and it expand your network as well. There are many gorgeous people that you could know at the backstage. Yah, it’s amazing. (smiling).

You mentioned that you’re an artistic person, you always like to combine art and make-up. How could you implement the art into make-up look?

Hmm.. Sometimes it’s just about letting out your imagination goes wild. For example, I take inspiration from beautiful things around me, like nature and scenery. Sometimes I create the makeup palette based on the colour of butterfly’s wing, sometimes I create the eye make-up from the colour of the sunset skies. I always explore my imagination as much as possible, but I don’t stick with the first idea. Basically, I try to develop the idea so that it turns into something unique. The main key is always develop your imagination.

Lastly, you know that more and more people are trying to do fashion and art things, do you have any tips for them?

I think, it’s quite difficult now, because I think everybody is trying to get into this industry, that makes it became more competitive. Maybe if you could do more than the next person, you could be different and become an outstanding person. Also being active is also a way to stand out. Because you know that this industry changes quite fast, if you could be an active person, you could successfully adapt yourself into this industry. But keep yourself to be realistic, you must carefully measure of the things you can achieve or not. Well, above those things work hard is always the key to achieve anything you want.

After having a small talk with Zukreat, the IMATS was about to close. It was great experience to attend this make-up gathering. You could learn the technique of prosthetic make-up immediately from the pro and able to meet amazing make-up artists from around the world. Also you can shop many cosmetic brands that you might have never known before. Don’t worry if you only bring your credit or debit card, most of stores accept payment by card. If you missed IMATS 2016, you could come to IMATS London next year. It usually happens in summer. The ticket can be bought at www.imats.net. So, keep your calendar update and visit IMATS!!

#Beauty #IMATSLONDON