Written by By Shabnam Shaikh, CNN London Contributors
Gabriela Hearst loves a bit of Dior, but even she can see the need for change.
Which is why she launched “Take Notice,” a campaign to promote more modern design, entrepreneurship and female empowerment. Since its launch last July, the hashtag #takenotice has garnered more than 580,000 followers. And a global community of designers, innovators and enthusiasts has been swarming in, all sharing their interest in making a change — helping creatives find their voice and connecting to where it’s headed.
Hearst hopes to disrupt the old-school makeup model, asking women, from age 13 to 70, to create their own beauty lines and billboards with her inspiration behind each image. “I want to make a difference in modern culture — I want to change the way women are perceived and society around us looks at them.”
Following in the footsteps of her most iconic muse (often called “the queen of all hair trends”), Gigi Hadid, Hearst has already made her mark with a makeup palette on launch day. But she wouldn’t call herself an expert: “I have seen lots of makeup tutorials on YouTube.”
Gabriela Hearst walking in the 2016 Alexander McQueen Fall 2016 show. Credit: Catherine Ivill/Getty Images Europe/Getty Images
It’s her general sense of design that intrigues Hearst, with a design background that included working in advertising for brands like Zara and Cartier. Hearst is also an established fashion designer: her first collection for Belgian brand Schiaparelli in 1995, a retrospective of which was showcased at the Louvre last year.
But with “Take Notice,” Hearst has found a way to blend her expertise as a designer and self-made entrepreneur into one. “I wanted to see how different women around the world do make a difference,” she says.
Unveiling the new campaign at the 2018 New York International Fringe Festival, which she is curating, Hearst spoke to CNN Style about the place of feminism in our culture today.
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