Violette Serrat will become Guerlain's creative director for makeup on Aug. 1, succeeding Olivier Echaudemaison after 21 years at the house.
PARIS — Violette Serrat will become the new creative director of makeup for Guerlain, WWD has learned.On Aug. 1, Serrat, who goes by her first name professionally, will step into the position held for the past 21 years by Olivier Echaudemaison at the LVMH Moët Hennessy Louis Vuitton-owned house.“It’s like the history of our country,” she said, of the practically 200-year-old house, during an exclusive interview with WWD. “It’s really deep in the roots of my story.
Serrat views the role of makeup today as twofold. One is to transform a face and give someone confidence. “It was a very therapeutic kind of tool I was trying to put in place, and that’s how I started building a community,” she said. “She has the possibility and creativity to write this new chapter of Guerlain — in an extremely feminine way…and with a free spirit,” Courtois said. “Violette is the one who will be able to pass on this heritage to the new generations. She’s the translator of this.”He was probably the first makeup artist in France to become a society-page fixture in his own right.
He worked on fashion shoots for Vogue’s Diana Vreeland in the company of legendary talents such as Richard Avedon, Helmut Newton and David Bailey.
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