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Meet Fluide, The Brand Breaking The Beauty Industry’s Gender Norms

Beauty
All Photos by Lee O'Connor for Fluide

“Make Up The Rules”

The beauty industry is changing for the better, making great strides toward an inclusive future. More and more, brands are choosing not only to work with a diverse set of models but, also, to put out a more expansive product skin tone range; many are choosing male-identifying and trans folx to represent their campaigns. And while these steps are good, and real change is on the horizon, we’re not quite there just yet—the beauty industry is still inherently a cis female-focused industry.

That’s where Fluide, the NYC-based beauty brand catering to all gender identities, comes into play. Founded by Isabella Giancarlo and Laura Kraber, Fluide (pronounced “flu-eed”) was created with the idea that everyone should be able to feel free to express themselves with makeup. 

“We felt that we could create something new—a beautiful and intimate online universe where everyone is celebrated for being themselves,” says Giancarlo. “To locate makeup outside of the paradigm of cis female beauty is incredibly liberating and it opens up the potential for makeup to be an empowering form of self-expression for all people, rather than a representation of all the ways you don’t measure up.”

Fluide aims to be all-encompassing in terms of gender, referring to itself as an “all-genders beauty brand” rather than “genderless” or “gender-fluid.” “To us, ‘all-genders beauty’ means showcasing a wide range of gender identities and gender expressions in our models and considering the needs of a wider range of people and the types of products they might like,” says Giancarlo.

While Fluide chooses to work with a diverse set of creatives ranging in race, size, gender, and more—whether for its campaign or as a part of the crew behind the scenes—the brand’s focus is on queer representation. “Our aim for Fluide is to represent and embody queer optimism,” says Giancarlo. “As a community, queers are often forgotten, only to be mentioned as a statistic or pandered to by huge corporations during Pride. What about queer joy? Queer resilience? Queer beauty!”

For many, makeup is a tool of self-expression, and when beauty brands consistently utilize cis female representation, that inherently limits the ways in which others can see the potential for their own self-expression. “Makeup can be a powerful, yet approachable, tool in self-actualization and self-expression. In the same way being exposed to queer, non-mainstream representations of beauty opened up limitless, ungendered possibilities in my own self-expression, I’m hoping to do the same for others through Fluide by representing a funky, inclusive, and expansive definition of beauty.”

“It’s exciting to be a part of a rapidly changing industry and to offer a perspective that’s more inclusive and less prescriptive, as well as showcasing a broad, expansive definition of beauty,” says Giancarlo. “The creative contributions of the LGBTQ community have undoubtedly been co-opted, unacknowledged, and tokenized for corporate profit by the fashion industry. I think the next step for the industry is to shift its ‘inclusivity’ behind the camera and to represent diversity—racial, gender, and beyond—in its art directors, photographers, stylists, management, and the people who are calling the shots. Showcasing queer style for queer folx by queer folx is at the core of Fluide.”

The brand does much more than just represent the community—it directly supports it. “Fluide originated from a place of love—for our LGBTQ community, for the inspiring work and activism of trans and gender nonconforming individuals, for the parents and other allies supporting kids and teens facing discrimination and bullying for their gender presentation—and from our inception, we knew we wanted giving back to be central to the company,” says Giancarlo.

Fluide donates 5 percent of its total profits to a rotating set of two nonprofit organizations. Currently, it's working with NYC's Callen-Lorde Community Health Center and the Sylvia Rivera Law Project, two NYC local organizations. “Health care and legal support are crucial to the success of our community, which is why we are dedicated to supporting medical and legal nonprofits that specifically focus on LGBTQ needs,” Giancarlo says. The brand also donates product to a number of fundraising events.

So, what kind of products will you find in Fluide’s current offering? Right now, it’s pretty simple: a variety of liquid lipsticks in vibrant and metallic shades, as well as two lip glosses; a handful of glitters in an array of sizes and colors, as well as a glitter affixer to keep it all in place; and an offering of seven-free nail polishes in neon, metallic, and sparkly shades.

While it may seem like a small selection, it’s carefully thought-out. All three of these product categories are not only versatile, but they’re fun to play around with. “We wanted our launch collection to embody a non-prescriptive approach to beauty, in that each product is versatile and can be worn so many different ways. There’s no wrong way to wear our products, and I love seeing the way people mix our glitter into our liquid lipstick or use our liquid lipstick as eyeshadow. We definitely have an expressive, experimental approach to makeup—after all, our tagline is ‘Make Up The Rules’—and we are all about personalized, DIY looks. You’re not likely to get a smoky eye tutorial from Fluide.”

What's more, all products are cruelty-free, as well as free of parabens, phthalates, formaldehyde, and triclosan; they're also manufactured in the U.S.

Later this month, Fluide is launching its very first eye product. A palette of four high-impact, pigment-packed shades will be available in late June in a sleek, mirrored compact. And from there, the brand hopes to not only introduce new shades to its current product lineup but also to expand into even more eye products—such as eyeliner—in late 2018 or early 2019.

In addition to expanding its product offering, Fluide will continue to grow as its exactly what the industry needs right now—a safe space for all, free of dated beauty “norms” and full of creative self-expression. And not just during Pride Month, but year-round.  

You can shop Fluide's current offering at Fluide.us.


Photo by Dimitrios Kambouris/Getty Images

"In my head I thought, This is how it ends"

Kit Harington almost lost a lot more than the Iron Throne while filming the final season of Game of Thrones. According to an interview with NowThis News, the actor almost lost one of his balls while riding a mechanical dragon.

Harington revealed that the incident took place when he was filming the scene where his character, Jon Snow, takes a ride on Rhaegal for the first time in the Season 8 premiere. Since dragons aren't real (sorry), Harington was filming the scene, where Jon almost falls off the dragon and then swings around to pick himself back up, on a mechanical contraption.

"My right ball got trapped, and I didn't have time to say, 'Stop,'" Harington said in an interview. "And I was being swung around. In my head I thought, This is how it ends. On this buck, swinging me around by my testicles, literally." We see shots of the fake dragon he's riding in front of a green screen, and it does look pretty terrifying.

Luckily, his testicles remained intact through the near-disastrous event, and he's survived with quite the story to tell to unsuspecting journalists.

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FROM THE WORLD WIDE WEB
Photo by Phillip Faraone/Getty Images for goop

"I had to create a harder shell about being a woman"

In a panel discussion during Gwyneth Paltrow's In Goop Health summit, actress Jessica Alba revealed that she "stopped eating" to avoid unwanted attention from men when she was first starting her career in Hollywood.

According to People, Alba said that she "had a curvy figure as a young girl" and, as such, was made to feel as though her body was the reason that men may be inappropriate toward her. "I was meant to feel ashamed if I tempted men," Alba said during the panel discussion. "Then I stopped eating a lot when I became an actress. I made myself look more like a boy so I wouldn't get as much attention. I went through a big tomboy phase."

She continued, "In Hollywood, you're really preyed upon. They see a young girl, and they just want to touch you inappropriately or talk to you inappropriately or think that they're allowed to be aggressive with you in a way."

Alba also noted that she was raised in a conservative household. "My mom would say, 'You have a body, and it's very womanly, and people don't understand that you're 12,'" she said. "I wasn't allowed to have my nalgas out, which is butt cheeks [in Spanish], but I was born with a giant booty, and they come out of everything. So, I didn't get to wear normal things that all my friends wore."

She said that these reactions to her body really affected her attitude. "I created this pretty insane 'don't fuck with me' [attitude]," she said. "I had to create a harder shell about being a woman."

According to her, her relationship to her body only changed when her first child, Honor, was born in 2008. "[After she was born,] I was like, Oh this is what these boobies are meant to do! Feed a kid!" she said. "And that was the dopest shit I'd ever done. So, I came into my body as a woman finally and I stopped being ashamed of myself."

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Photo courtesy of Teva

Because of course

Teva, the most obvious lesbian footwear brand since Birkenstock, really knows its customer base. In time for Pride, the brand has teamed up with Tegan and Sara for a gay shoe to end all gay shoes. In other words, your Pride footwear is on lock.

The shoe isn't just your average Teva sandal. Tegan and Sara's design, the Teva Flatform Universal Pride sandal, is a 2.5-inch platform shoe with a rainbow sole. Tegan and Sara noted in a press release that they have been Teva wearers for pretty much their whole lives. "We got our first pair of Teva sandals when we were 16," they said. "This rainbow Flatform collab is like full circle LGBTQ+ Pride validation."

What's better, with each sandal sale, Teva will donate $15 to the Tegan and Sara Foundation, up to $30,000. The funds donated will go toward scholarships which will give young members of the LGBTQ+ community the chance to go to summer camps which will "help develop self-confidence and leadership abilities in a safe and nurturing environment." Tegan and Sara added, "Teva's generous support for our foundation will allow us to help even more LGBTQ+ youth."

Available today at Teva's and Nordstrom's websites, the sandal retails for $80.

Photo courtesy of Teva

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Photo by Mike Coppola/Getty Images

"Focusing on innovative materials will allow the company to explore new boundaries of creative design"

Prada Group has announced that Prada, as well as all of its brands, will now be fur-free. According to a press release from the Humane Society, Prada, Miu Miu, Church's, and Car Shoe will ban the use of fur beginning with the Spring/Summer 2020 collection (aka the Fashion Week coming up next). The list of fashion designers banning fur only continues to grow, with 3.1 Phillip Lim, Coach, Armani, Versace, Gucci, and more having stopped using the material in seasons past.

"The Prada Group is committed to innovation and social responsibility, and our fur-free policy—reached following a positive dialogue with the Fur Free Alliance, in particular with LAV and the Humane Society of the United States—is an extension of that engagement," Miuccia Prada told the Human Society. "Focusing on innovative materials will allow the company to explore new boundaries of creative design while meeting the demand for ethical products."

Following London Fashion Week designers forgoing the use of fur in September and the first-ever Vegan Fashion Week taking place in February, it's easy to imagine an entirely fur-free fashion future. It's especially easy, I presume, for the brands to consider a fur-free future, given that entire cities and states are taking a stance. New York is following in the footsteps of Los Angeles banning fur, with a bill proposed this March that would ban sales across New York State.

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Photo by Johnny Dufort

"Club leisure" is the new athleisure

Alexander Wang is recognizing clubbing as the workout that it truly is with his latest Adidas collaboration. In this fifth installment, he "changes gears," per a press release from the brand, taking the iconic sports brand to the dance floor.

For the new campaign, the collection comes to life in iconic choreographer Tanisha Scott's dance studio and stars dancers Noemi Janumala, Dakota Moore, Avi McClish, and Olivia Burgess. The dancers show just how far these clothes can go when you want to bust a move or stretch, but TBH, I'll leave these poses to the pros and just use my clothes for flexing on the 'gram.

The collection—which features six apparel items, three shoes, and six accessories—features, per a press release, "Wang's knack for pre-styling." Standouts from the mostly black-and-white items include a silver sneaker that was *made* for moonwalking, an airy windbreaker that has just the right dash of bright blue with the scattered Adidas trefoil design, and a towel hoodie that you won't feel bad sweating in.

Ahead of the May 25 collection drop online and in stores, peep the gorgeous campaign images below.

Photo by Johnny Dufort

Adidas Originals by AW, Sweatshirt in Black, $250, available starting May 25 at Adidas; Adidas Originals by AW, Towel, $80, available starting May 25 at Adidas; Adidas Originals by AW, Joggers, $250, available starting May 25 at Adidas; Adidas Originals by AW, Turnout BBall Shoes, $250, available starting May 25 at Adidas.

Photo by Johnny Dufort

Adidas Originals by AW, Towel Hoodie, $350, available starting May 25 at Adidas; Adidas Originals by AW, Sock Leggings, $60, available starting May 25 at Adidas; Adidas Originals by AW, Adilette Slides, $90, available starting May 25 at Adidas.

Photo by Johnny Dufort

Adidas Originals by AW, Futureshell Shoes in Platinum Metallic, $250, available starting May 25 at Adidas.

Photo by Johnny Dufort

Adidas Originals by AW, Sweatshirt in Core White, $280, available starting May 25 at Adidas; Adidas Originals by AW, Shorts in Core White, $120, available starting May 25 at Adidas.

Photo by Johnny Dufort

Adidas Originals by AW, Sweatshirt in Black, $250, available starting May 25 at Adidas; Adidas Originals by AW, Bum Bag, $50, available staring May 25 at Adidas; Adidas Originals by AW, Towel, $80, available starting May 25 at Adidas; Adidas Originals by AW, Turnout BBall Shoes, $250, available starting May 25 at Adidas; Adidas Originals by AW, Duffle Bag, $70, available starting May 25 at Adidas.

NYLON uses affiliate links and may earn a commission if you purchase something through those links, but every product chosen is selected independently.


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