If you’re on social media, you’ve seen them (the “e” in “e-girl” stands for electronic). Young women (and some men) who look like semi-cleaned-up versions of Margot Robbie’s Harley Quinn character – except that it’s not Halloween. Their online get-up, which has a subversively kawaii style, recently gained prominence. So has Tiktok – their meme-breeding platform of choice that’s often regarded as more pro-individuality than Instagram.
Meant to counter the image of the purportedly jet-setting, OOTD-taking, product-hawking Instagram peacock, e-girls tend to beam their existence from their bedrooms and look like a mash-up of every aesthetics-charged ’90s subculture. The wardrobe is goth-meets-punk-meets-skate with traces of cosplay. The hair? Usually the colour of a froot loop.
Their most distinctive feature though is their makeup: heavy wingtips and eyeshadow; rosy blush that makes them look like they’ve been out in the sun too long; faux freckles and cute tiny shapes drawn under the eyes. The idea is to get creative and put a cheekily ironic twist to the now-homogenous Insta-model/beauty blogger look.
Unwittingly, it’s birthed a cult of young, alternative makeup gurus/personalities who rake in the “hearts” by the hundreds of thousands (search the Scottish teenager Eve Fraser, or @eve.frsr on Instagram; following: 928K at press time). Undoubtedly, it’s added diversity and edge to today’s beauty lexicon.
Now we’re always up for being experimental (now that’s an “e” word too, no?). So with the support of Chanel, which is launching its Holiday 2019 collection in its beauty boutiques Oct 24 (then its counters on Nov 1), we got Singapore model/actress Fiona Fussi – a dear friend and a favourite among beauty brands for her telegenic, fresh-faced good looks – to give the e-girl look a go. Scroll forth to see her “e-transformation”.
The most distinctive part about an e-girl’s makeup is her blusher, rosy and doused across the cheeks and nose to mimic a cute sunburn. For the same intensity, but more sophistication, dab onto cheeks the vibrant yet second-skin-light Rouge Allure lipstick in Rouge Splendide – a pink coral that’s one of six new shades of the signature lippie introduced as part of Chanel’s Holiday collection – then blend with a brush. A wash of the Ombre Premiere Powder eyeshadow in the metallic gold Grandeur and Rouge Coco Gloss in the universally flattering brick red Rouge Carmin completes the elevated e-girl look.
After pink, purple reigns as the e-girl’s next favourite makeup colour. Chanel’s Les Ornaments de Chanel Holiday collection offers the brand’s intense yet ultra soft Ombre Premiere Powder eyeshadow in Pourpre Brun – or plum brown – and the Rouge Allure lipstick in a deep cherry burgundy dubbed Rouge Noble. Wear them both at the same time – the latter concentrated at the centre of puckers for a gradient effect – complete with a tiny heart drawn under the eye for a chic yet creative, monochromatic look guaranteed to up one’s e-girl cred.
Recreate the youthful glow of an e-girl with a healthy gleam. The Eclat Magnetique de Chanel highlighter created exclusively for Chanel’s Holiday collection comes in a satiny peach hue (name: Metal Peach) that lends both radiance and a light hint of colour. To illuminate eyes with an edge, the Les 4 Ombres eyeshadow palette in Lumiere et Opulence houses the shades dark gunmetal khaki, soft peach, bronzy khaki, and chocolate brown; mini holographic hearts for faux freckles not included.
Quintessential to e-girl makeup: winged black liner and faux freckles. Get both right with the long-lasting and water-, humidity- and sebum-resistant Stylo Yeux Waterproof eyeliner that comes in Khaki Intense, a cool dark gunmetal khaki, as part of Chanel’s Holiday collection. And if you’re feeling extra bold, use the creamy, bright orange Rouge Allure Rouge Magnifique lip colour for eyeshadow (just remember to blend).
Browse below to see all the products from Chanel’s Holiday 2019 Les Ornaments des Chanel collection, which we used to get Fussi’s e-girl on and that hits the brand’s boutiques Oct 24 and counters Nov 1. Inspired by Gabrielle Chanel’s love of ornaments, the limited edition makeup collection boasts a full line-up ranging from highlighters to nail polish in autumnal hues at once rich, modern and glamourous, complete with special, gift-worthy packaging. Happy “e-shopping”!
Photography Vee Chin Art Direction Jonathan Chia Styling Imran Jalal Hair Leong Lim, using Tokio Inkarami Makeup and Nails Wee Ming, using Chanel Video Director & Editor Jackie Lee Gaffer Rainer Chia Colourist Benny Wong