Avant Garde beauty brand Illamasqua has opens their first store in the North of England in Victoria Quarter’s County Arcade on Friday 3rd December.

The night-time make-up brand, that empowers both men and women to explore their alter egos, has been making a scene in London since its launch in November 2008, turning the concepts of beauty and make-up on their head and polarising opinions across the industry.

Founded by Leeds businessman Julian Kynaston, along with Vivienne Westwood’s son Joe Corre and Creative Director Alex Box, described by Style Magazine as “the world’s most outrageous make-up artist”, in only three years it’s become the number one colour brand in New York department store Bloomingdales, is massive in Dubai and is now set to take Leeds by storm.

Illamasqua’s style is a product of a heady mix of influences; from its roots in the dark and illicit 1920’s Berlin club scene, to a rich heritage in the manufacture of make-up for film and theatre, the brand also takes inspiration from members of alternative cultures for whom self expression is paramount.

Speaking of the store’s opening, VQ Centre Director John Bade commented, “Illamasqua are not yet a household name but have a distinctive style that I feel will perfectly complement the existing beauty offer in VQ. Despite being a relatively young company, they have already developed a sizeable following, amongst them celebrities such as Sienna Miller, Lily Allen and Vivienne Westwood.”

“Their opening is perfectly timed to capitalise on the busy Christmas period,” he went on, “and also adds to the centre’s overall appeal at this critical time of year. I look forward to welcoming them to VQ and wish them every success.”

Illamasqua’s arrival is the latest in a number of notable new store openings in VQ over the late summer and autumn, with Hobbs opening a dedicated NW3 store in November following Whitewall Galleries, Wolford lingerie and legwear and Kuoni. Existing brand Shadestation also moved to significantly larger premises within the centre, opening a flagship store in County Arcade.

The centre was also the location chosen by Reiss for their first Personal Tailoring store outside London, which has its own dedicated store also in County Arcade.

Illamasqua open at 6, County Arcade, Victoria Quarter, Leeds on Friday 3rd December.

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