Alexa Chung with Max and Nina Leykind [Steve Eichner]
That Alexa Chung is a busy bee. Not only is the Brit style icon a presenter on daily music TV show Fuse News, the author of soon to be released fashion tome 'It' and the face of L'Oreal Professionnel IONA Colour, but she's just signed a deal to work with indie cosmetics brand Eyeko. The star has announced that she’s joined forces with partners Max and Nina Leykind who created the company in 1999, which has since developed an A-list following among stars including Jennifer Lawrence, Gemma Arterton and Salma Hayek.
Eyeko focuses specifically on products for the eye - namely mascaras and liners, and Alexa uses them to create her signature look. She explained: "I'm really excited to be working with Eyeko. It is probably no secret I'm a big fan of the cat-eye eyeliner flick and after trying many different brands Eyeko definitely is the best in creating my favourite 60's look."
However the star won't just be starring in campaigns for Eyeko, she's already begun the creative process of working with Max and Nina on all aspects of the business from product names to packaging. She told WWD, “It’s a creative relationship. I send images and different inspirations to Max and Nina and we go from there. It’s quite free form at the moment.” The collaboration may have come as an easy and natural step, but it's clearly not something Alexa takes lightly. Nina revealed, “She’ll e-mail us in the middle of the night and say, ‘Hey, what about this, such a cool name for a product. I don’t think it would work if we weren’t on the same wavelength."
While Alexa has is a loyal Eyeko costumer, it seems that Eyeko have kept their (ahem) eye on her too as Max confirmed, "We’ve been fans of Alexa’s for a long time, and we were like, ‘She’s an eye freak like us’. She’s as obsessed as we are.”
And for Miss Chung, Eyeko's products are an extension of her public image: “Liquid liner is my savior. Other people like other things to feel like they look normal, but for me, I’m pretty much naked without my eyeliner on. It’s my comfort blanket.”
Take a look Alexa Chung's best makeup looks in the gallery below...