How Beauty Brands Tap Backstage and Beyond

“Jeremy Scott’s front row was once almost exclusively composed of ‘downtown’ cool kids and indie magazine editors. Unsurprisingly, the crowd has diversified since the Karl Lagerfeld protégé was named creative director of Moschino in October 2013. But the Estée Lauder-owned beauty brand MAC warmed to Scott long before he made his mark at the Italian fashion house. ‘He has always been such an irreverent figure in fashion and pop culture,’ notes MAC senior vice president and group creative director James Gager, whose team has been collaborating with Scott on his runway shows since 2010.” Read more at Business of Fashion.