The launch of an ad campaign, an edgy fashion show, infectious J-pop music and British It model Agyness Deyn, her copper-red eyeshadow a contrast to her acid-blonde crop.

Must be for some hip designer, right?

Well, yes and no.

The clothes are by hotshot Scottish designer Christopher Kane, 26. The make-up, however, is by Japanese beauty brand Shiseido, said to be the oldest cosmetics company in the world.

The unlikely pair got together last year to work on the autumn 2008 range for Shiseido's younger make-up line Maquillage, which was created in 2005 for trendy working women aged between 25 and 35 and is sold only in Asia-Pacific.

The result was Mode Mix, a 67-piece collection that includes dramatic eye colour combos such as gold-purple and lavender-green. It hit Singapore counters earlier this month.

Kane worked on everything for the collection, from the colours to the packaging.

His collaboration with Shiseido sees him giving the Japanese brand a new image pitched at the younger set.

The line's brand manager, Tomoko Nishimura, told Urban in Tokyo earlier this year: 'We wanted to enhance the fashionable aspect of Maquillage and boost the appeal of the make-up line.'

Upping the hip quotient is the use of Deyn, 25, as its face, alongside doe-eyed Kill Bill actress Chiaki Kuriyama, 24; Anna Sui model Anne Watanabe, 22; popular soapstar Yuri Ebihara, 29; and Asahi beer model-turned actress Misaki Ito, 31.

Deyn is the first Caucasian model to front Maquillage's ads.

London-based Kane's appeal, like hers, is due to his star status. The designer first broke into the big time by wowing US Vogue editor-in-chief Anna Wintour in 2006 with his debut collection of body-conscious bandage dresses, dubbed the body-con.

This is Shiseido's first designer collaboration. Asked why the brand chose Kane, Nishimura said: 'He is one of the most talked-about designers in London and his philosophy to creating something is very similar to ours.'

Urban chats with Kane and his sister Tammy, 30, who is his business partner, about the Japanese tie-up.

What made you decide to embark on the collaboration?

Christopher Kane (CK): We knew the reputation of Shiseido. The exposure you get working with a brand like this is something you can't buy.

Tammy Kane: Not everyone can afford Christopher Kane clothes. With Maquillage, you can now get a piece of him in a compact.

How involved were you in the collaboration?

TK: We had total creative control. We would have a meeting with people from the Shiseido laboratory and they would say we were giving them a challenge because we wanted to work with so many colours when we could choose only five. It was great.

What's the difference between fashion design and creating make-up?

CK: It's quite similar. You start from the same point - a story and a character - and then evolve the product. We're very happy with the result here.

What was your inspiration behind the Maquillage collection?

CK: We were very intrigued by how make-up here is applied. The blending is painterly and there's almost a reflective tie-dye effect - that was how stars and constellations came to be a key inspiration in this collection. We wanted to evolve the futuristic aspect of Maquillage make-up.

How Japanese is this Maquillage collection of yours?

CK: It does have a global perspective in the sense that everyone loves to feel good and pretty. The details in our product allows people to achieve that.

TK: It's Asian-specific, however, in its technology. Shiseido has this very fine shimmer powder in its products that creates a beautiful gradient effect.

What's your personal experience with make-up?

CK: I have two sisters and have always loved watching them put on make-up. It's therapeutic. It's very similar to fashion. It makes you feel good and enhances your beauty and personality.

Ever used make-up yourself?

CK: I'm actually using it today. I'm using Shiseido's concealer. Why not? Make-up's for everyone.

Is a Christopher Kane make-up line in the works?

CK: Definitely. It's a long time away but I must say this is a good start.

This article was first published in Urban, The Straits Times on Sep 19, 2008.

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