Born and based in Paris, Ines Alpha is an Art Director and 3D Artist who has worked on various collaborations with Nike, i-D and more. Specialising in augmented reality and 3D make-up, Ines has developed Snapchat filters to enable her vision for the future of beauty.

Stay tuned for Ines' campaign for The New Order, launching in September. In the meantime, we talk to the Artist. 

Where did your 3D digital design journey start?

As long as I can remember, I’ve always had a craving to augment reality. As a child, I wanted to make everything more fantastic. It was not possible back then, but a few years later, I am finally able to augment my world thanks to imagination and technology.

How does your work represent your vision for the future of beauty?

By combining my two favourite things in this world ­– make-up and 3D – I was accidentally creating make-up from the future. In today’s – and more importantly, tomorrow’s society – people express an ever-expanding desire to transform themselves through automated social media filters, advanced make-up technics, or, for the more privileged, plastic surgery. I consider my work to be the exaggeration of that, fantasising about what complete aesthetic freedom of one’s appearance would look like in the future. Could you have imagined, even five years ago, that everyone would be able to make or wear augmented reality filters? For now, it’s just an art project, but – fingers crossed – there will soon be 3D make-up collections to download.

How do you want your work to make people feel?

What I like the most about my art is when people can’t tell if it’s real or not. Blurring the boundaries between reality and fiction is what make-up is all about, isn't it? I hope people are intrigued by my work and will question themselves about their perceptions of beauty. 

How do digital mediums, rather than traditional art forms, allow us to describe contemporary experience?

Everybody is on their phone, right? Spending days and nights with their eyes directed at screens. Everyone has a kind of avatar they spend hours taking care of online, sharing their own vision of their life and appearance. There is already a real dichotomy between ‘real’ life and the ‘digital’ one. But which one is the ‘realest’? Who is more real? Your ‘real’ self or the pseudo idealised digital self you want to show the world?

Is art a form of rebellion?

Art is the best way to explore dissident opinions and be an activist – as we can see from art history. I have my own ways of fighting against beauty standards. That’s my kind of rebellion.

What are the positives of the digital revolution? What are the dangers?

The positives are the freedom of expression, the evolution of obsolete standards of beauty, the push of post-modern feminism and, more lightly, an infinity of exciting tools to create fantastic worlds and allow people to dream. For me, the danger is forgetting the importance of the world we’re living in. That’s why I’m more comfortable with augmented reality than virtual reality: you’re not completely cut off from the natural world, you’re emphasising it.