Ammy DrammehMakeup Artist
London, UK. August 21th, 2020
Interviewed by Alexei Key
Photo by Benjamin Lennox
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My creative process varies and it has throughout my career. Sometimes, it starts with something I see on the street, at a gallery or while watching reality TV. Other times, it is a color or a song or a pattern. It can be totally improvised on the spot like when I find myself taking inspiration from some aspect of the lighting or a prop on the set.
It doesn’t matter what your ethnicity or class is, what weight, body shape or gender you are. To me, the future of beauty means no longer having to be confined to the standards defined by big media. You can just put yourself and your creativity out there for all the world to see.
Because of the isolation we’re all experiencing right now, I think we will see more creativity, more colors and more experimentation in beauty trends.
The way I see the industry evolving for creatives of color is that everyone will be able, as they should, to have an opportunity based on their talent and expertise, regardless of the color of their skin or social class.
Probably what’s shaped my ideas about beauty and makeup the most are my family and music. Growing up in Spain, my brothers and I would watch Hip-Hop and R&B videos on MTV and thought everyone looked amazing. From the makeup to the hair to the outfits, the creativity always felt out-of-this-world to me.
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I feel like over the course of my career, the beauty industry’s standards have gone from very limited to slowly, slowly expanding into newer, broader ideas.
My definition of beauty is that it’s a feeling. It’s something that excites you, makes you feel good.
The most important thing I’ve learned in my career so far is to trust the process. When something doesn’t happen for you, let it go. Move on.
To me, true vulnerability is leaving your ego aside and just being able to listen.
The concept of beauty is a feeling. It’s something that excites you, that makes you feel good and absolutely something I convey through my work.
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I try to approach life with confidence. I feel the most confident at work when I had time to prepare and research. Sometimes, a mood board or references about the shoot never arrive, and that can often make my job more difficult.
I’ve worked since I was 14 years old — at hair salons, taking care of elderly people, at Emergency Services in hospitals, retail… you name it. Each role has shaped my values long before I began working in fashion and I think it’s been a blessing. Makeup is truly my passion and every job that preceded my time in the industry has led me to dearly appreciate what I do now.
To me, being authentic means being true to yourself. It means never betraying who you are fundamentally, down to your soul.
Honestly, I was not very inspired for the duration of the lockdown and I realize now that that’s okay. Inspiration is not something you can demand of yourself. It’s something that appears when it’s ready for you.
Outside of work, I’m passionate about the simple pleasures: music, cooking, eating, walking, talking to family and friends. Sometimes, there’s nothing better than just standing completely still and looking at up the beautiful sky.
I find myself excited about many current and upcoming creatives working today, including Liz Johnson Artur and Rafael Pavarotti. Their work moves me in a truly different way.
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