Alexa Chung has joked her hangover helped "loosen up" her head with ideas for mascara and eye make-up brand Eyeko.
The British model-and-presenter is advising the company's founders Max and Nina Leykind on products for their upcoming lines.
Alexa has explained her input and the idea behind her new role.
“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," she told WWD, before Nina added: “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.”
Max explained that Alexa is the perfect spokesperson for the beauty brand.
“We’ve been fans of Alexa’s for a long time, and we were like, ‘She’s an eye freak like us,’” he said. “She’s as obsessed as we are.”
Alexa is excited about her new appointment. The brunette beauty - who is famed for wearing heavy kohl on her eyes - is happy that she feels inspired by the project.
She was instantly struck with ideas after meeting her collaborators for the first time.
“If something excites me or I’m inspired by something, loads of ideas fall out of my head,” she smiled. “Maybe it was the hangover, but my head was loosened up and I came up with at least 50 things."
Alexa went on to explain her go-to product when it comes to make-up.
“Liquid liner is my saviour,” she insisted. “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.”
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