ON: the Intersection of Makeup and Fashion

Fashion isn’t merely an assembly of garments; it’s a potent form of self-expression, an ever-evolving canvas reflecting individuality and societal shifts. In this, makeup artists are the subtle brushstrokes that complete the picture, imbuing it with emotion and narrative depth. Among these artists, Jenneke shines distinctively, blending art and fashion to create unforgettable visual tales.

In a world where fashion speaks volumes of individuality and cultural ethos, how do you envision its influence, especially in the context of your makeup artistry?

“To me, fashion is one of the most important means of self-expression. What you wear, speaks volumes about your personality, self-image, mood, style preferences, and even beliefs.” She sees fashion not just as wearable art, but as a deeper reflection of societal narratives and artistic fervor. “The fashion that inspires me is not mainstream clothing or consumerism. It’s the art of using diverse materials and techniques to create inspiring, high-quality wearable pieces.”

For Jenneke, collaborations with designers aren’t just projects; they’re a shared journey towards a vision. “I cherish working with designers who are both bold and iconic in their unique style. They’re receptive to creative makeup ideas that harmoniously augment their collections,” she reveals. Her philosophy is one of symbiosis, where makeup and fashion coalesce to echo a brand’s distinct voice. Moreover, the world of haute couture holds a special place in her heart. “Haute couture and Métiers d’Art collections captivate me. They represent the nexus of visual art and fashion design, where a designer’s vision meets unparalleled craftsmanship.” 

ON: Embracing Callings

Life’s journeys are seldom linear. They meander, diverge, and often lead us to destinations previously unimagined. Such has been Jenneke’s entrée into makeup artistry—a narrative rich with unexpected revelations and a fervour that demanded to be pursued.

Could you enlighten us about the roots of your craft and what catalyzed your transformation from a conventional role to a career in makeup?

“My vocation came rather late. I embarked on evening courses in styling and makeup and chanced upon Lisa Eldridge’s online tutorials, all while ensconced in a well-paid office job.” Her story underscores the tension between budding aspirations and societal norms. “The thought of being a makeup artist hadn’t truly dawned on me, largely because my upbringing wasn’t steeped in a creative milieu,” she elaborates. Familial expectations weighed on her, as she reminisced, “Despite my childhood days, filled with drawing and painting, I was nudged towards a safe university education and the stability of corporate life.”

Yet, the siren song of her true passion persisted. Making a bold pivot, she reveals, “I heeded that inner whisper, to leave the corporate realm for an immersive makeup training in London.” It was here, amidst London’s eclectic vibrancy, that Jenneke’s prowess found its true north. She concludes, “It was in this setting that I truly grasped my innate talent and envisioned it as a full-fledged career.” Jenneke’s tale is a resonant reminder of the transformative power of aligning with one’s authentic passion, even when it demands veering off the well-trodden path.

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ON: Makeup Styles

In makeup artistry, versatility is more than just a skill—it’s an art form. It’s akin to an artist who paints both serene landscapes and tumultuous abstracts with equal finesse. The real prowess lies in marrying one’s distinctive touch with the ever-changing tapestry of demands and aesthetics. Jenneke’s expansive body of work stands testimony to this, oscillating effortlessly between the audacious and the understated.

With such a diverse portfolio, how do you ensure each work resonates with your signature style yet aligns perfectly with the vision of the broader project?

Illuminating the collaborative essence of her profession, Jenneke notes, “As a makeup artist you always need to think about the end result. We are all pieces of the puzzle and if some pieces don’t fit, you lose the harmony and credibility of the story you are trying to tell.” With a penchant for versatility, she elaborates, “I thrive on variation, creating personas and switching from one universe to the next while always staying true to my style.” This adaptability is both a journey and a challenge, as she candidly admits, “The way to do this is through a lot of trial and error.” But her approach is also steeped in intentionality and discernment, advising the need “to be selective with projects, to find your tribes, and to communicate confidently and respectfully with the team.” Underlining the collective spirit of her craft, she concludes, “It’s essential to remember this is never a one-man or woman show, it is a team effort.” Jenneke’s insights provide a window into the complex, yet harmonious world of makeup artistry, emphasizing both individuality and collaborative synergy.

ON: the Grand Fashion Tableau

Fashion’s enchanting tableau, with its myriad elements from the swish of a garment to the ethereal aura of a model, hinges on meticulous orchestration. Here, makeup doesn’t merely accentuate; it becomes instrumental, threading together the overarching narrative while carving its niche. Such intricacy demands an artist who can harmonize personal flair with the collective vision. 

As you meld with renowned photographers and designers, how do you tailor makeup to both amplify the collective narrative and echo your artistic identity?

Underlining the bedrock of her collaborations, Jenneke notes, “Through clear and open communication before the actual shoot or show day. We have meetings and chats to share and discuss the brief, the mood and ideas.” This initial dialogue crafts a foundational blueprint, a realm where her creativity burgeons. “It gives you a good framework within which you can get your creative juices flowing and start prepping and testing,” she adds. Highlighting the dynamics of different scenarios, she elucidates, “On the day itself, for editorial and beauty you normally have some creative freedom and room for improvisation. For fashion shows, everything is mostly well laid down before you start your demo and execute the looks with your team.” Through Jenneke’s eyes, we glimpse the delicate dance of collaboration, where individual prowess and shared ethos seamlessly intertwine.

ON: Navigating the Fashion Maelstrom

Beneath the glamorous façade of high fashion lies a tempestuous landscape of fast-approaching deadlines, exacting pressures, and ceaseless demands. To not merely navigate, but excel in such an environment calls for professional acumen complemented by an uncanny ability to transform challenges into compelling creativity. 

In the relentless whirlwind of the fashion realm, maintaining one’s creative essence is a formidable task. Jenneke, how do you ensure the industry’s pressures become catalysts for your creativity, rather than barriers?

With candid introspection, Jenneke reveals her resilience and strategy, elucidating how she navigates the industry’s tightrope. “In this profession and field, you have to be able to keep calm and carry on under any circumstances. I am a so-called time bender, which gives me the advantage of hyper-focus and performance under pressure and time constraints,” she expounds, shedding light on her innate capabilities. Far from being daunted, she draws energy from exigencies, observing, “It can get stressful but for me, tight deadlines tend to spark me instead of paralyzing me.” Her approach, rooted in intuition yet anchored by preparation, becomes evident as she mentions, “As soon as I get the confirmation, deadline and brief for a project, my creative brain springs into action.” The nuance in her process surfaces when she comments on kit preparations, guided by her instincts. Emphasizing the symbiosis of intense work and rejuvenation, she concludes, “it is vital for my creativity and general well being to take a break whenever I can, to rest and relax.” Through this harmonious blend of embracing challenges and valuing self-renewal, Jenneke crafts enduring impressions in the world of makeup.

ON: Storytelling

Fashion’s allure lies not just in the visual, but in the tales it tells—a confluence of fabric, design, and, crucially, makeup. This art, applied with finesse, has the power to evoke emotions, chart journeys, and colour narratives. 

Within the grand narratives of fashion, makeup emerges as a poignant storyteller, infusing tales with life and layers. How do you, with your brush and palette, weave makeup into these tales, ensuring they harmonize with, and elevate, the broader fashion narrative? And as beauty dances with fashion, how do they unite to paint a compelling visual story?

Delicately unpicking the threads of her artistry, Jenneke offers insights into her fusion of narrative and aesthetics. “For me, a big part of this process happens quite organically and intuitively,” she shares, providing a glimpse into her seasoned approach. Reflecting on her sources of inspiration, she elaborates, “Based on a mood, a collection or idea, I start brainstorming on different levels.” The charm of unpredictability in her work emerges as she mentions, “Often, you don’t get that much detailed information beforehand, which also teaches you to improvise and have fun with the team.”

Exploring the marriage of beauty and fashion, Jenneke opines, “Whether it’s for fashion editorials, shows, campaigns or lookbooks, teamwork remains pivotal.” She celebrates the mutual inspiration shared by these realms, stating, “Fashion can inspire beauty, and beauty looks can inspire styling.” Yet, she’s mindful of the overarching objective, concluding, “While we all revel in creative expression, it’s paramount that our art aligns with the project’s art direction. Often, commercial fashion mandates a minimalist but high-end approach in makeup and hair, echoing the essence of the story we’re conveying.” 

ON: Conscious Beauty

Amidst the opulence of the fashion and beauty realms, there’s a burgeoning conversation around environmental stewardship. Beyond mere aesthetics, the industry is now being scrutinized for its ethical choices and sustainability measures. As makeup artists join the narrative, they’re not just crafting beauty on the surface but are also reflecting on the deeper values that drive their work. 

In the context of the beauty industry’s evolving environmental ethos, how do you, Jenneke, harmonize the demands of your profession with sustainable practices? How do you embed eco-conscious choices within your artistic processes?

Jenneke’s response sheds light on the industry’s complex dynamics, combined with her approach towards sustainability. “Unfortunately, generally speaking, the beauty industry is still driven by constantly producing new collections and making profits instead of being concerned about the impact they have on our environment,” she remarks, spotlighting the prevailing challenges. Unafraid to discuss the realities, she adds, “Many cosmetic brands still rely on animal testing and excess packaging, even though most of it is recyclable by now.” But her focus shifts from broader industry practices to her personal strides. “As makeup artists, we also tend to generate quite some waste on the job,” she admits, and then elucidates her eco-friendly initiatives: “I minimize my impact by using washable cotton pads, cardboard cotton buds, reusing disposables like individual mascara wands, sorting empty packaging for optimal recycling, and ensuring my kit’s longevity. Additionally, I opt for public transport when possible.” 

Through Jenneke’s words, we see a portrait of an artist deeply connected to her craft, yet mindful of her footprints—striving for beauty that’s both captivating and conscious.

ON: Embracing All Beauties

Fashion, in its ever-evolving narrative, is recognizing its potential as a platform for change and acceptance. Beyond the fabrics and flashes, it’s now about the voices amplified, the barriers broken, and the myriad faces it brings into the limelight. Amidst this transformative backdrop, Jenneke stands as a paragon of inclusivity. Through her makeup artistry, she paints a picture that both respects individual uniqueness and challenges established beauty paradigms.

In a dynamic industry that continuously redefines beauty, how does your makeup artistry champion diversity and inclusion, Jenneke? Moreover, how do you harmonize artistic innovation with the imperative of inclusivity?

Jenneke’s response reveals a conviction not just tethered to industry shifts, but rooted in personal beliefs. “I crave diversity, and working with individual beauty, interesting faces and bodies of any skin type, ethnicity and gender inspire me most,” she passionately articulates. This isn’t merely about adapting to industry trends for her; it’s about recognizing and valuing human experiences. She advises against boxed thinking, emphasizing, “It’s vital to keep an open mind and not think in stereotypes, especially in our business.” Her experiences underscore her approach’s depth: “As a makeup artist, you encounter a vast spectrum, working with people of any skin, gender and age. Engaging with their stories, their origins, their lives… it is incredibly enriching.” Acknowledging the industry’s progressive strides, she observes, “I’m thrilled that in fashion, the different from the norm is now celebrated rather than sidelined.” She culminates her insights by stressing the versatility and respect inherent in her work, remarking, “Makeup has no confines. The key is to complement the narrative while honouring and celebrating the individuality of each model, regardless of their appearance.” 

Through Jenneke’s lens, we glimpse a world of fashion and beauty that is not just inclusive by design but by intention.

ON: the Age of Influencers

The digital era, with its relentless stream of beauty influencers and shifting aesthetics, presents both opportunities and challenges for industry veterans. Trends may be birthed and fade in the span of a tweet, making the beauty landscape both exciting and transient. 

In an age where social media is not just influential but often definitive, how do you, Jenneke, carve your distinct niche, ensuring your artistic essence shines amidst the rapid-fire trends of the online realm?

Jenneke’s take on this ever-evolving digital paradigm is both pragmatic and profound. “I keep an open yet discerning eye out for what’s new because it is an important and fun part of my job to stay up to date with trends and try out innovations but I avoid becoming ensnared in the endless cycle of social media,” she delineates, marking her boundaries in the digital sprawl. Her deliberate choices come to the fore when she shares, “For instance, I only have Instagram.” Yet, it’s her guiding philosophy that truly resonates. “In this highly competitive market, carving out and nurturing your unique voice is paramount,” she declares, adding weight to the notion of authenticity. She drives home the idea of originality, urging, “Rather than emulating others or chasing ephemeral trends, it’s about charting and refining your aesthetic journey.” 

Recognizing the balance between art and commerce, Jenneke candidly acknowledges the business side of the craft. She surmises that authenticity needn’t be sacrificed for commercial appeal: “It’s about discerning choices—knowing who to collaborate with, what projects to undertake, and always asking why.” Through her eyes, Jenneke showcases how timeless artistry can coexist with, and even thrive amidst the digital whirlwind.

ON: Makeup in the Age of Innovation

The rapid convergence of technology and beauty is not a distant vision; it’s our present reality, transforming the way consumers engage with beauty products. Augmented reality, virtual try-ons, and AI-driven personalization are at the forefront of this digital revolution. While these innovations hold immense promise for enhancing the consumer experience, they also cast a compelling light on the world of makeup artistry. 

As technology leaps ahead with augmented reality and AI, what’s your perspective on how it’s reshaping the landscape of makeup artistry, especially within fashion campaigns and editorials? Does this technological wave elevate the creative process or does it present challenges to the traditional craft?

Jenneke’s contemplative response paints a picture of an artist keenly aware of the changing tides. “With ever-evolving technology, we have entered the era of AI, which is becoming more and more fine-tuned,” she acknowledges, marking the advent of a new era. Her keen eyes recognize the benefits for consumers, noting how it makes “online shopping even more appealing” through immersive experiences. Yet, she doesn’t shy away from addressing the potential human toll, lamenting the diminishing “human interaction in retail.” Her gaze broadens to ponder the impact on her craft, wondering if the advance of AI might render many “redundant.” But amidst these uncertainties, Jenneke’s core love for her art remains unwavering. “I love the act of applying makeup on the skin as a canvas, drawing and painting with my hands, and also the personal contact with the team,” she declares, emphasizing the human touch that defines her craft. With a hopeful tone, she places the responsibility for preserving this art in the hands of “governments and industries.” Jenneke’s insights echo a universal sentiment—embracing innovation while safeguarding the essence of a cherished craft.

ON: Challenges and Triumphs

Every artist’s journey unfolds as a tapestry woven with defining moments, daunting challenges, and the evolution of their craft. For makeup artists, where the human face becomes their canvas and narrative, these milestones hold a particular resonance. They serve not only to shape the artist but also to infuse their vision with depth, leaving an enduring imprint on their artistic legacy. As we continue our exploration of Jenneke’s illustrious career, we delve into the challenges that have propelled her forward and the projects that have etched indelible memories.

As we reflect on your diverse projects, could you share insights into the challenges you’ve encountered and how they’ve sculpted your artistic journey?

Jenneke embarks on this retrospective journey with a contemplative spirit. “I started out doing a lot of grooming,” she recollects, drawing the initial strokes of her career. Her yearning for more profound creative expression soon became apparent, as she revealed, “I thrive on challenges because they keep me growing, so I always love when people come to me with out-of-the-box ideas and moods.” She unveils her knack for ingenious problem-solving, citing a recent project where she prepped “extra long strip lashes,” creatively attaching them with wires to the back of the model’s head. This experience imprinted upon her the invaluable lesson that “you should never be afraid to try new things.” Jenneke transitions to the realm of tight schedules, exemplified by her Vogue Portugal assignment where she executed “9 looks on 2 models in one day.” Her words resonate with the undeniable satisfaction that follows such intense endeavors: “At the end, you feel knackered but ever so satisfied.” 

ON: Pinnacle Projects

In an artist’s career, certain projects stand as towering monuments, encapsulating their growth, vision, and the very essence of their craft. For Jenneke, a makeup artist whose journey has been adorned with countless gems, one project shines with particular brilliance. 

Among the myriad projects that have graced your illustrious career, is there one that reverberates most profoundly with your artistic soul? Could you graciously guide us through this remarkable journey?

“I think of my first Walter Van Beirendonck show in Paris.” She recalls the formidable challenge of “having to step into Inge Grognard’s shoes.” It’s not just the challenge itself, but the realization it sparked that holds profound significance: “It made me realize my potential as an artist in a key makeup role, and it made me hungry and ready for more.” In this reflection, Jenneke unveils her unyielding pursuit of excellence and the transformative moments that have shaped her artistic odyssey.

In art, we often find ourselves captivated by the transcendent talents who breathe life into their craft. Jenneke Croubels is one such visionary. Throughout this insightful interview, we have explored the nuanced interplay of fashion and art through her discerning eyes. In a world where fashion is a reflection of identity and makeup an instrument of storytelling, Jenneke Croubels stands as an artistic inspiration, blending art and fashion with grace, intellect, and an unwavering commitment to her craft.

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