Mess Magazine ISSUE 12

Do you prefer beauty over Why did you choose to create a How did the creative process

fashion? What’s so inspiring to book with Marco Antonio? of creating the book look like?

you about working on a beauty Rankin: I’ve been working with How did two of you come
Marco for nearly five years
photoshoot rather than just a now and over that time we together to collaborate on the
have really grown together as
fashion one? creative collaborators. From his beauty book?
first shoot with me for HUNGER
Rankin: I love a beauty shoot through to really experimental Marco: We’ve worked together
because all I need is my team, projects we’ve done with with Rankin for almost 5 years
a model and a great make-up magazines like KING KONG, now. During one of the shoots,
artist. We can move quickly and Marco has really become part of we discussed the possibility of
we can play a lot more than in the fabric of my studio and my collecting all of our projects
fashion. I’ve even been known to team. When I look back over our in one place. That’s how the
do three or four beauty shoots work together there are so many idea of Marco X Rankin was
in one day; I get an idea and shoots I love and I really wanted conceived. It’s been a dream of
bang, we’re right there doing to share them through print. mine to do a book ever since
it. I love to work with different It’s so easy nowadays to put a I picked up ‘Making Faces’ by
models and different artists, and lot of energy and excitement the iconic Kevin Aucoin (one of
beauty photography gives me into work, for it to go online, on my biggest influences). Beauty
this all the time. I get to try new social media, get a load of likes book is a great way to highlight
techniques, and I get to learn and then never be thought of the journey, and leave the mark
about other people’s styles, again. Print makes things more as a makeup artist. And what
backgrounds, and interests. permanent, books are things better person to do it with than
If I did the same thing every you return to for inspiration the legendary photographer
day I would get bored, so my again and again. So by putting Rankin. We chose our favorite
love of beauty photography my favorite images with Marco pictures and work on some
is fundamentally about the into a publication, I’m really more material for the book
freedom it gives asking the audience to engage throughout the year. It was
me creatively. with our vision on a deeper level. a very collaborative project.
Rankin and I are always on the
same page when it comes to
work and the vision we share so
the book came naturally.

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rankin Why did you decide to release
a book, instead of an online
MARCO ANTONIO X RANKIN IS feature in a magazine or on
AVAILABLE IN STORES AND social media?
ONLINE EVERYWHERE.
BE SURE TO FOLLOW Marco: We are living in a very
@RANKINARCHIVE AND fast pace world. Social media
@MARCOANTONIOLONDON constantly floods us with the
FOR AN INSIDE LOOK stream of images which is
INTO THEIR VERY interesting but very short-lived.
ARTISTIC WORLDS. It can be difficult to constantly
battle for the attention of the
MESS viewer in social media so we
decided to step away from it
MAGAZINE all for a minute and release
an actual physical product.
issue 12 Something that people can
touch, feel, come back to at any
time. There is nothing better
than having a book in your
hands and study the images.
I also really wanted to leave
something behind, to highlight
a certain point in my career,
something that will not be lost.

Define in 2-3 words the
explosive style of Marco
Antonio and Rankin shown in
the book.

Marco: Colour, Humour,
and Detail.

A lot of people use make-
up and fashion as a way of
expressing themselves. How
do you channel your inner
creativity and let it manifest as
a fashion or beauty project?

Marco: There is definitely more
room for creativity nowadays.
The lines between male and
female beauty are more blurred
and we have more types of
faces that are commercially
used. It gives me more
opportunity to experiment.

“I love to work with
different models and
different artists, and
beauty photography gives
me this all the time.”

I see makeup as an art form and versatile makeup artist, I equally
with today’s technology that love being subtle as well as
the beauty industry developed, conceptual. I worked on so
it allows me to channel my many projects over the years
creativity more precise than and I like to take on the new
20 years ago. The variety of challenge but I think the projects
colors, textures, products are that excite me most are those
all important tools that allow that push boundaries and allow
me to express myself and push me to experiment.
boundaries when working on
beauty projects. Tell us one surprising or
striking fact about the book,
You have been working in the something that nobody knows.
creative industry for some
time, what’s your secret in Marco: We had so many great
staying relevant and choosing pictures and only limited space
the projects or photoshoots in the book. We were literally
that resonate with you? going back and forth with the
selected pics and the final
Marco: I think the first thing you version was agreed hours before
need if you want to survive in the book went into printing.
this industry is passion. You also We were spoilt for choice on
need resilience and patience, this project but I think the
but talent and creative vision final selection is amazing and
are most important. Skills can everybody who buys the book
be taught. I like to think that will have as much pleasure
after 23 years in this industry looking at the images as we had
I have a style that people to create them.
love and recognize. I’m a very

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interview

melanie perkins An interview with Melanie Perkins,
CEO of Canva: Websummit 2019 —

Here at Mess, we have had the
pleasure of interviewing some
incredibly talented entrepreneurs at
WebSummit 2019 in Lisbon.
We are so excited to be able to share
with you an interview with the one
and only Melanie Perkins.

MELANIE, IS THE CEO AND CO-FOUNDER OF CANVA, AN ONLINE
DESIGN AND PUBLISHING TOOL WHICH MAKES GRAPHIC DESIGN
SIMPLE FOR EVERYONE.

MESS Melanie, you have been a So, how did you transition from

MAGAZINE business woman your whole selling scarfs to becoming the

issue 12 life, from selling scarfs at a CEO of Canva?

very young age and then I started university at the age of
19 and I began teaching the
starting your first company, design programme’s that we
were learning from. My
Canva, at the age of 19. Our classmates and I, found that
they were really complicated but
question is, where did this I had the gift of being able to
use them efficiently. I then
drive come from at such a started designing school year
books in Australia, soon my
young age and how did you mother’s living room became my
office and my boyfriend became
catch the business bug? my business partner. We set to
work trying to make the books
When I was in high school, even really simple so that schools
primary school I would always could log in and collaborate
put in a lot of work and effort to easily in making articles and
succeed. I believe that pages etc. A few years later,
determination is like a muscle people kept asking to use it for
that must be exercised in order school dinner menus, interiors,
to grow. For example, after I had posters and much more. We
proven to myself that I could do then thought that surely there
a good school assignment, I were other products around that
would feel very satisfied. I like to
be pushed outside my comfort
zone as that is when I succeed
and make the most progress.
That’s not to say I wasn’t any
less terrified when I made the
call to see if I had sold a scarf!

“I visualize that you have a
ladder that goes to the moon

and you need to take small
steps to get there each day.”

156 were quick and easy to use, but So what did you change in
to our surprise, there wasn’t.
exclusive An investor was over from Perth your pitch?
interview and said that I could have a
quick meeting if I went over to Everything! I would start off by
melanie perkins San Francisco, so I went. This stating, ‘here is our product and
was one of the first meetings I this is what it does’ I learnt the
had with an investor and I hard was that this was
experienced lots of rejection in unimportant to lead with. After
the process of learning about we would get rejected, we
investing. The year of 2012, we would always hear the same
spent a year in development feedback ‘you are the same as
before ending up with a tech every other company!’ To fix this
team in 2013 alongside issue, we later added in a slide at
investment and then we the beginning of our pitch
launched Canva. showing the gap in the market
for us in relation to other
I have a question as a young companies. There was a huge
gap in the market for easy,
woman, how did you feel when accessible design programmes
that enabled a lot of creative
you were rejected and how did freedom. We asked for advice
instead of investment for a
you overcome that? period of time!

Good question, one most Do you think there is such a
important thing to remember is
that it is not just you. Every thing as entrepreneurial DNA
person regardless of their
gender or background is being and do you have it?
rejected. One quote I really love
is ‘the reason we struggle with There is problem solving DNA
insecurity is because we that is very similar to it. The love
compare our behind the scenes of having hard problems and
footage with everyone else’s solving them is the absolute
highlight reel.’ If you think that essence of entrepreneurship.
everyone is having it easy, The goals I love are the ones
because you are reading the that people say are impossible. I
newspaper or a blog, that is think liking things that are hard
really dis-empowering because are definitely a common
it means you can’t change it. denominator. Hilariously, if you
There is a concept in psychology do a 16 personality test I have
that I love, internal vs external the personality type of the
control. Internal meaning that entrepreneur. When in fact, my
you can change anything, personality is the exact
external meaning you cannot opposite, an entrepreneur is
and it is outside your control. extroverted and I am
introverted, and very long term
I would always blame myself, ‘oh, vision orientated. All of the
my pitch set isn’t good enough’ things classified in entrepreneur
every time I was rejected. This is just not me.
would lead to me refining over
MESS again then eventually, I landed
investment . This very small
MAGAZINE difference really made a big
difference, as I was able to
issue 12 attribute things that were in my
power and that was where my
focus went.

Back to your beginnings, how birth mother as she created a What inspires you to keep
did you start Canva and how poster and posted it on going, any routines?
did the desire come to you? Facebook. Sheriff offices use
Canva to create wanted posters I have this crazy opportunity
Primarily, it was watching so and just so many stories. Also, before me that I am so grateful
many students struggle with the 50,000 schools are using Canva. to have, how we can use that
design programmes that I had We did a year of development, platform to do good in the world
these practical powers where I then we finally tested and is our priority.
could use them. The students people could get in and use
were constantly asking me what it easily. Women will be reading this
to do or having to look through interview, wanting to start
the manual. It was really How do you feel being in the their own business, what
apparent then that people industry that is dominated by advice would you give them?
shouldn’t have to learn the male founders, is it more
programmes, the programmes difficult being a woman? I think 2 pieces of advice that
should learn people. That basic sound contradictory but they
premise was apparent, but It wasn’t something I had given are not. Spend a lot of time
whether or not I could build that much attention to as I grew up imagining and thinking about
feature was the question. I didn’t with 2 brothers and we were the future and think what do you
think I could go and build that always fighting about Maths want the world to look like in the
entire vision when I started. But, tests and exam results. I heard future, and go through different
at the time Facebook was just the stats years later I was like industries. The more clear you
taking off and people did not that’s a crazy unbalance. I had can get the image of the world
have to take a course in never grown up thinking there you would like to see, the better.
Facebook, therefore, they was any difference between I know, that is very intimidating
shouldn’t have to in programme males and females, or what they as you cannot just go out and
design. should accomplish or the size of change the entire world’s future
their dreams. I think that was in a day. So take that back and
Are you still involved with fortunate as the internal and figure out what is the first small
Fusion year books? external work it didn’t even step you could possibly do, for
cross my mind. me making that scarf business,
Yes, absolutely! Canva ended up so tiny but it gave me more
buying fusion for a dollar. It was What is success to you? confidence and experience to
profitable but we decided so take the next step. I visualize
much of the IP from Canva was We have a 2 step plan. 1. Build that you have a ladder that goes
developed in Fusion and one of the worlds largest most to the moon and you need to
made a lot of sense to bring stable companies and 2. Do the take small steps to get there
them together. most good we can do. Success each day.
is still a far distance away, little
You were rejected many times, steps everyday. We believe in a Internal or external?
when was the turning point happy community, happy team
you felt like this is really and happy investors. Vision is internal you have to
taking off, how did you get have a clear picture of what you
inspired in that moment to What would need to want to create before you can.
scale the business? happen you could feel You can only go as big as your
really successful? dreams do. Do not make the first
I think there has been lots of step to go out and make money
different points where I thought Solve all the world’s problems. as that will not work and its
‘ this is working.’ But when I hear Constant aspiration is needed. hard, try to figure out how to
a customer achieving their goals teach a class or sell a tiny
through Canva, that is when it Are you currently working on product. Try and make
really brings it home. We have any other projects right now? something that isn’t too reliant
had so many stories from small on others.
businesses. For example, by Very much focused on Canva, it
using Canva, a lady found her is more than a full time job!

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interview

patrick llewellyn ILLUSTRATION
BY BATHI ON 99DESIGNS

MESS Elevating human creativity:
Interview with 99designs CEO,
MAGAZINE Patrick Llewellyn —

issue 12 There’s something magical about
people helping people to create
their own success.

As the CEO of 99designs, Patrick
Llewelyn is responsible for creating
opportunities to help them achieve
their goals. The reality of it is, he
gets a lot of satisfaction from seeing
people grow and creating their own
success through his platform.

WE CAUGHT UP WITH PATRICK DURING THE RECENT WEB
SUMMIT IN LISBON, PORTUGAL TO CHAT ABOUT 99DESIGNS AND
HIS VISION FOR THE FUTURE.



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patrick llewellyn Tell us about 99designs – they want to do, wherever they
what is your vision? are in the world, and provide
WANT TO LEARN MORE? different people with access to
TUNE INTO LLEWELLYN’S With offices in Oakland, Berlin opportunities that simply
PANEL ON GLOBALIZATION IN and Melbourne, 99designs is a weren’t available before. A
THE DESIGN INDUSTRY FROM global platform that connects borderless design industry
clients with freelance designers. means we get to hear from
WEB SUMMIT 2019. We are here to champion different voices, and those
creativity to bring opportunities voices have equal power no
MESS to people around the world and matter where they’re from.
we aim to be the most trusted That’s something we just haven’t
global creative platform for really seen in the wider
professional creators to find and industry before.
do work. So, what that means in
practical terms is connecting Do you feel like you’re a father
designers in our really active and for all these people?
engaged global community with
great clients from all over the When I think about the
world, but also empowering progression of the staff within
entrepreneurs and businesses the organization and our
who need creative help in designers outside…the reality of
bringing their brand to life. it is we get a lot of satisfaction
from seeing people growing,
They have a job thanks to the seeing people creating their own
platform, wow. success and so I do feel proud
of what they’re achieving, but
Yes, there’s a lot of work being also a lot of responsibility.
done on 99designs – last year
we paid designers in more than Empowering people to work
150 countries. From our recent wherever, whenever they want
global survey of freelance is a new up and coming trend,
designers, we know a lot of wouldn’t you agree?
designers leave agency jobs to
freelance because they Definitely. We are seeing
ultimately want the flexibility younger designers leave agency
and freedom it gives them, and jobs faster and embarking on
many get paid better [and in freelance careers sooner than
USD] than they would ever before. A huge number
elsewhere. Right now, we’re – more than 40% – have also
paying out around $3.5 million lived and worked in more than
USD a month to our community. one country, and this is across
all age groups. Designers are
How the current trend of definitely embracing the digital
globalization is affecting you? nomad lifestyle.

MAGAZINE Globalisation is a really positive
and exciting thing for the design
issue 12 industry. Platforms like ours
connect people with the work

ALBUM ART
BY ASVETA ON 99DESIGNS

ALBUM ART
BY ASVETA ON 99DESIGNS

So how did you come up

with this idea of having this

platform for freelancers?

99designs actually began as a
forum community that was part
of a different company called
Sitepoint, where designers were
creating fictional briefs for each
other to use as a resource for
learning, self-expression and
feedback. One day, someone
reached out to the community
for ideas for a website logo
design, and offered to pay for
the best idea. This organic
behavior led the team to spin
out 99designs as a separate
business and platform, and it
grew from there.

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patrick llewellyn
“We are seeing younger
designers leave agency jobs
faster and embarking on
freelance careers sooner than
ever before.”
How many people do you have democratized design in a way
signed up and working now we have never seen before.
on 99designs? We’re all about elevating human
creativity and we want to
At any one time there’s around empower people with great
10,000 designers online. We design. For example, we recently
have some people who are really partnered with Squarespace to
active, and others who just use power Squarespace
99designs on the side as a Marketplace, which is a platform
creative outlet alongside a day that connects people who want
job. If you’re doing corporate help building their website with
web design all day, but your a curated group of Expert web
passion is really something like designers, all using 99designs
book cover design, for example, infrastructure. We really see this
then we’re a great place to as the future in terms of working
fulfill that. with partners to connect people
with the right creative talent at
Are platforms like Canva the exact point they need it.
your enemy?
MESS
Not at all. Tools like this are
MAGAZINE becoming increasingly easy for
people to use and have
issue 12

COSMETICS PACKAGING So, who are your competitors?
BY HUNTRESS ON 99DESIGNS
Upwork, Fiverr, Freelancer.com,
Toptal — really anyone who is
connecting human work online.

What did you do before
99designs, do you like being
its CEO?

I used to work in corporate
finance, so I’m a business guy,
I’m not a designer. That being
said, I love helping people. I
think there’s something magical
about when people help people
to create their own success.
Creativity is at its best when its
people collaborating together.

Why did you come to
Web Summit?

We wanted to get the news out
about our global designer
survey, so this was a great
opportunity to share the
findings with a really engaged
audience. Being in Europe and
coming from Australia, it was
also a good chance to spend
some time with our team in
Berlin. Last weekend the whole
team spent two nights in Novi
Sad for a designer meetup,
where we got to connect with a
bunch of amazing designers
from our community, and hear
how we’ve ultimately changed
their lives. One woman came up
to me and shared her story – she
was married, then quickly
became a single mother with a
special needs baby and thought
that this was going to define the
rest of her life. Then a friend
introduced her to the platform,
which meant she could work
flexibly and was able to fully
support her son and reclaim her
own identity thanks to
99designs. That stuff brings
tears to your eyes — I’m pretty
lucky to have this job.

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interview

caroline vazzana Meet the modern-day
Carrie Bradshaw —
MESS
NYC ‘IT’ girl, Caroline Vazzana is not
MAGAZINE your average fashion guru. With a
successfully published book, over
issue 12 200 thousand Instagram followers,
and a website to answer your burning
career questions—Vazzana may
remind you of a certain someone who
also ran the big apple.

Beginning her career in the editorial
world, this modern-day Carrie
Bradshaw made her mark writing for
publications such as InStyle and Marie
Claire. Her passion for fashion and
success later inspired her to write her
own book, Making It In Manhattan,
adding “author” to her long list of
accomplishments. Vazzana’s book is
tailored to help aspiring fashionistas
make it in the competitive industry.
With personal stories and interview
advice, Making It In Manhattan is a
valuable resource for those looking
to land their next gig.

I CAUGHT UP WITH THIS SPUNKY STYLE GURU FOR HER TIPS,
TRICKS, AND AN INSIDE LOOK INTO HER FABULOUS LIFE...



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caroline vazzana How and why did you get What was your initial
into fashion? motivation behind your book,
VISIT CAROLINE VAZZANA’S “Making it in Manhattan?”
SITE, MAKING IT MANHATTAN I’ve wanted to work in fashion
FOR ALL THINGS FASHION AND since I was about ten years old! I I wanted to create an
CAREER ADVICE. BE SURE TO went to college in Pennsylvania all-encompassing guide book
ALSO FOLLOW HER INSTAGRAM and on my summer breaks, I did for beginners trying to get their
@CVAZZANA FOR A LOOK INTO several internships in NYC! Right foot into the fashion industry!
HER COLORFUL STYLE PALETTE out of college I set my sights on
AND A SNEAK PEEK INTO HER working at a fashion magazine How does New York City
and landed a job at Teen Vogue! inspire you?
EXCITING PROJECTS.
What do self-expression and The streets, the people, the
MESS style mean to you? views! NYC is filled with so much
inspiration. You just have to stop
My style is the way I express and look for it.
myself! Through color, texture,
MAGAZINE design! I always say the style is a
way to say who you are without
issue 12 having to speak.

“When I quit my full-
time job to become
my own boss I was

definitely scared but
I knew that I didn’t

want to look back five
years from now and
regret not taking
the risk.”

How does it feel when you’re compared to an
icon like Carrie Bradshaw? Has she always
been an inspiration to you?

It is one of the best compliments! I’ve admired
Carrie Bradshaw’s career and, of course, style for
so many years. So when people started calling me
the modern-day Carrie I was so flattered and
honestly shocked!

What do you hope readers will gain
from reading your book?

I hope my book inspires them to follow their
dreams and not to let anything stand in their way.
I hope they also learn that you don’t have to have
connections in fashion to make it. I knew
absolutely no one when I started out so if I can
do it you can too!

Describe your style in three words:

Colorful, eclectic, ever-changing!

Biggest advice to anyone scared of leaving
their comfort zone?

There’s no right time to take a risk. When I quit my
full- time job to become my own boss I was
definitely scared but I knew that I didn’t want to
look back five years from now and regret not
taking the risk. Also, things always seem scarier in
our heads than they really are!

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interview

mariya nurislamova How this female founder made her
mark in the beauty industry —
MESS
At just 18-years-old, Mariya
MAGAZINE Nurislamova sought after the
American dream when she left her
issue 12 homeland in Russia and moved to the
U.S. Now, Nurislamova is a successful
entrepreneur and CEO of a thriving
fragrance subscription service called
Scentbird.

Also known as the “Netflix of
Perfumes,” Scentbird offers clients
a unique approach when selecting a
scent. The steps are simple; browse
through a selection of 400 plus
fragrances, select the item you’d like
to test for a month, then leave the
rest to Scentbird. Before you know
it, your customized scent will be
shipped to your doorstep in sleek-
chic packaging. Interactive and luxe,
this one of a kind service that allows
clients to sign up for a subscription
and receive a 30-day supply of the
perfume of their choice. From brands
like Prada and Versace, clients will
never be disappointed with the
variety Scentbird has to offer.

MARIYA NURISLAMOVA GIVES A LOOK INTO HER FLOURISHING
CAREER IN THIS Q&A WITH MESS MAGAZINE. LEARN HOW
SCENTBIRD WAS BROUGHT TO LIFE AND HOW IT CONTINUES TO
MAKE A GROWING IMPACT IN THE BEAUTY SPACE TODAY.



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interview

mariya nurislamova VISIT SCENTBIRD.COM FOR MORE
INFORMATION AND VISIT THEIR INSTAGRAM
MESS PAGE, @SCENTBIRD FOR VERY EXCITING
UPDATES. MY SUBSCRIPTION BOX IS
ALREADY ON THE WAY!

MAGAZINE

issue 12

When did you fall in love I transferred to be in business a better place. We were looking
with fragrance? school. I had a couple of jobs at different industries honestly;
but I was really unhappy we were looking at food, we
Oh God, way before you’re working for people. I was always were looking at advertising. He
supposed to. I was probably 3 or feeling like I had my own good was an entrepreneur and I was
4 years old…I just fell in love with ideas, you know? Prior to very familiar with IT, that was
putting scented water on my Scentbird, I had a creative very much my world. We were
skin. The scents were too heavy agency and we had our talent in biased and looking at
for me so my mom would have a Europe and clients in New York. I technology to solve problems.
problem with me going to was one of the two co-founders He started brainstorming and he
kindergarten and I would sneak and I was in charge of business would come up with a new idea
it in the bathroom and still apply development and account every day and call me asking “Is
it. It was really early in the game management. A component of this it?” Then we went into
for me. that business was management fashion and I like fashion but I
and planning which was more don’t see myself doing it. That’s
I know you grew up in Russia on the conference side of things when I realized that for me, I just
and moved to the U.S. Why did and that’s where I met my future want to build something in
you move? investors and built early-stage fragrance because I thought
relationships. Building a start-up fragrance was broken. He said
I weirdly enough fell in love with in beauty was always this big he didn’t mind fragrance and the
the English language really early dream. I knew that was going to rest is history, pretty much.
in life. My aunt actually taught be my big dream, I put it on my
English, so she spoke it to me on bucket list and once I was ready You mentioned that there were
occasion and I couldn’t really and experienced I will just tackle
understand it but it sounded so this big dream. I realized I would different business models
pretty. So I was like I will totally never get there, like the older I
live in an English speaking was getting. I might never feel for Scentbird, what was the
country one day. confident enough to feel ready,
so I might as well just do it and process like until you found the
What were you doing and learn while I’m doing it and
where were you working that’s how Scentbird was born. perfect one?
before diving into Scentbird?
What pushed you to We were committed to making it
So I came to the U.S. to go to work and we were kind of all in.
college. I dropped out of a do Scentbird? You cannot be halfway pregnant
Russian college because I didn’t as an entrepreneur. The market
see myself living in Russia. In At the time, my future was broken and we knew there
Russia, I was studying math and co-founder and I were was a pinpoint to solve. When
computer science but in the U.S. brainstorming all kinds of ideas you don’t have a pinpoint to
of how we could make the world solve, it’s a little bit more
complicated. So, we knew that
the problem exists, it’s just the
solution was not the right

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mariya nurislamova solution. We just tried as many for themselves, which means
times as it’s going to take and it we have to have a pretty robust
MESS was actually interesting because niche and we have boundaries
I had three co-founders and of how luxury perfumes need
MAGAZINE every time a business model to be. But as time goes by,
didn’t work, as a CEO I felt a we are bringing in more and
issue 12 lot of responsibility and that more expensive brands. We
they expect me to have all the just signed with Clive Christian,
answers. But, what I realized which is the most intense
in true partnership, your co- perfume brand in the world. I’m
founders really catch you when pretty happy about that, but
you fall. That was my first lesson we also think well-rounded with
that we are in it together and how fragrance families need to
there was no talk about quitting, be represented, how seasons
nobody said or hinted that. That need to be represented, how
was pretty special. trends need to be represented.

How do you select the How do you think your

fragrances for Scentbird? consumers use Scentbird?

Obviously right now, we are Most people actually use this as
in a position where we can a discovery platform. We have
choose and curate lists. We’re limitations on how often you
not always this lucky, but right can order the same thing. You
now a lot of brands come to us. cannot order the same perfume
Plus it’s very important to have more than twice a year. Before
a very well-rounded portfolio. we introduced that feature, we
By well-rounded, I mean a good were looking at how people
enough percentage of the name were using the platform and
brand fragrances that people only three percent of our users
already know as well as, because were using the same perfume
we are a discovery platform, frequently than twice a year.
we have different types of So by default, everybody was
consumers. Some consumers more in the discovery phase.
are a little more sophisticated Whether they were looking for
and have tried more and other that one signature one or they
consumers are just starting were looking for a wardrobe.
out. A good portfolio is so that A lot of our consumers think
everyone can find something about our fragrances more like

an accessory and a match to Are you planning to expand “That was my first lesson that we
their mood or season and bottle outside the U.S.? are in it together and there was no
their memories with a particular talk about quitting, nobody said or
scent. It’s like a natural fit for Never say never. The U.S. is a hinted that. That was pretty special.”
their lifestyles. huge market for us and there is
still untapped potential in the
How important is guiding U.S. Within a certain time frame,
yes. It’s very global, as far as
Scentbird’s subscribers to you? the appeal.

Guidance is very important to
us. As long as we don’t impose
on people, we never want to
cross that line. So what we do is
you can take a quiz but our most
popular feature is also powered
by data and that’s more of a
guidance feature. We call it the
smart search and its actually a
visual filtering system. It allows
people to find the fragrance
that fits their criteria at the time.
They can look for something
that’s office-appropriate, for
the summer, etc. We then show
them which fragrances fit their
criteria. Where we take data for
this is most fascinating. The data
comes from our community,
their votes. Every time someone
receives a fragrance from
Scentbird, we ask them to not
just review the fragrance, but
they rate it by “What season
does it belong to,” “What
personality does this fragrance
have?” We have millions of data
polls with actual consumer
votes on the platform. It really
powers that filtering system
well because one of the reasons
we started this company as
we wanted to democratize the
category. Consumers have their
own opinion and that’s what we
really care about capturing and
re-translating back into
the community.

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kate tik

MESS Getting Acquainted with Digital
Creator Kate Tik —
MAGAZINE
Here at Mess Magazine we like to
issue 12 introduce our readers to the inspiring
and innovative individuals putting
their own stamp on the fashion
and lifestyle sectors - enter,
Kate Tikhomirova!

The stylish digital creator and travel
buff created her self-named blog
in hopes of exuding her passion for
fashion, while encouraging others
to embrace theirs. Since moving to
the other side of the pond (London)
Kate’s found much success in curating
digital content and serving as a go to
influencer for major brands.

I PICKED KATE’S BRAIN ON ALL THINGS STYLE, TRAVEL, AND
LIFESTYLE RELATED AND GOT SOME PRETTY RICH FEEDBACK!



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kate tik

MESS How would you describe Being well traveled, what are

MAGAZINE your style? some commonalities and major

I would describe my style as differences you’ve noticed
vibrant. My clothes are like a
living entity - it lives and around the world?
breathes the ever-present
inspiration that surrounds me, Travel is one of my biggest
whether that be designers, passions; it is not only a privilege
music, or culture. I also enjoy to visit such gorgeous locations
mixing different looks but to also have the opportunity
depending on my mood and to expand my self-awareness on
where I am traveling through. A a global scale is quite profound.
good casual off-duty look is a Having traveled extensively I
staple of mine, but there is have become a savvy explorer. I
nothing like the thrilling think generally speaking most
challenge of balancing places will have the famous
contradicting prints and tourist trap locations, but I tend
patterns. Of course an elegant to try and avoid those and
evening look makes me feel red instead experience the place like
carpet worthy, so I would say a local. I often ask my Instagram
along with vibrant, my style community for
is versatile. recommendations and have
discovered some gems that way.

issue 12

Your blog encompasses the What has been the most boards to life with such talented
photographers and hearing the
best of fashion, travel, and difficult and rewarding parts positive feedback from my
followers is immensely touching.
interior design. Any other about being a digital creator?
Do you think the market for
categories you hope to tackle? I think the most difficult part has digital creators will become
been trying to not fall into the over saturated?
I am a big foodie so it’s mindset of comparing myself to
something I cover a lot others and keeping true to my I think sadly it already is, which
throughout my Instagram own creative vision. There is so is not necessary a bad thing in
stories, but would love to bring a much emphasis on algorithms the terms of the opportunity
bit more focus on in my blog. and sometimes trends reign high social media platforms provide
And yes, brunch is great my in visibility on Instagram so it for anyone to have a voice and
friends, but I hope to showcase can be easy to get swept up in find their community. Honestly,
the global meals my taste buds the mix and try to alter your it can be frustrating when there
get to experience in this life on look and content to suit that seems to be more of a focus on
the go. You learn so much about idealism. Of course, we all get sponsored content or ego rather
a person from their food and I inspired by each other and that’s than a share of talent or
hope to make some the beauty of social platforms - goodwill. At the end of the day
introductions. this sense of interconnectivity, though your audience will
but it’s important to stay find you.
“A good casual off-duty look is a authentic. The most rewarding
staple of mine, but there is nothing part is creation imagery. I am
truly proud of bringing my vision
like the thrilling challenge of
balancing contradicting prints

and patterns...”

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kate tik Who are some other digital You’ve worked with some
creators you admire? pretty well-established brands,
ever consider creating your
@tezza @natalieoffduty own line, or collab project?
@dylanasuarez @katie.one
@angelafink @styleheroine I actually recently collaborated
@meowiie to name a few on a conscious capsule
collection with @ruleystyle. It
Your best style advice? consisted of 5 pieces all made to
order in London from designer
Collect quality classic pieces dead stock fabrics and it was a
that will last you a lifetime. One fantastic taste at doing my own
huge pro is sustainability and line one day
the second is it will enrich your
look as well as your Your go to designer when you
conversations. Also, always have want to feel extra glam?
that one wow factor item per
look. Whether it be some Ronny Kobo for her
extravagant earrings, a pair of sexy dresses
jazzy heels or a cool bag. Rather
than constantly aspiring towards Describe your interior design
the head turning outfit, it’s more aesthetic.
like a Georges Seurat painting,
they will lean in on the details. A modern take on Art Deco. I
love a minimal neutral palette
but accentuate it with richer
tones like dark wood, metals
and velvet touches to add
some depth.

BE SURE TO KEEP WITH KATE’S
STYLE, TRAVEL, AND LIFESTYLE

THROUGH HER BLOG
WWW.KATETIK.COM

MESS

MAGAZINE

issue 12



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yamilette cano Encouraging Women World Wide to
Use Their Voice; Interview with Louder
MESS Founder Yamilette Cano —

MAGAZINE Continuing our interviews from this
pasts Web Summit, our EIC, Domi
issue 12 was able to sit down with Yamilette
Cano, founder of Louder - a colorful
and impactful communications
agency based in Hong Kong. The awe
inspiring female founder doubles as
a 20 year professional Ballerina, who
strives to create a business structure
that encompasses strong, meaningful
connections, shifting the traditional
business narative, all the while
building confidence and solid skill sets
in public speaking for her clientele
and empowering fellow woman CEO’s.

READ SOME OF THEIR INSIGHTFUL CONVO...

What are your plans for Louder Do you have targeted no capital yet- so I would like to
for the next few months? work with them on more of a
organizations for your pro bono or social responsibility
Creating more content, that’s bases, because I’m very close to
very important for me. Most of business? giving back, and in my career
the things I do are one-on-one I’ve been very fortunate for
and tailored to that person’s I do, because I don’t think its for people to help me.
personality and skills they have, everyone yet, its a quite niche
the roots are important and the market. Its very needed but a lot Which obstacles did you
bases are important but I need of people still don’t see that its encounter while setting up the
to create content depending on needed, like “what are you company as a founder?
the people. telling me, I can’t communicate?
I speak everyday!” I get that a Being in Hong Kong there wasn’t
My goal in the end would be to lot, especially with people who many obstacles. Setting up the
be global. To be able to cater to have a lot of experience/CEO’s, company took me a week. For
clients in Europe.. Latin America so that’s a tough market but I the first two years the
(etc.). For that I need to find the think that’s my target market. government understands you
right teammates, because the I have a mirror to show them, might not be profitable, so they
service is very based on see what other people are don’t make you file for taxing -
personality and the character, seeing, listen to what other so admin wise its not a
you need to relate to your people are listening to and that’s nightmare as I’ve heard in other
trainer, in the end its like life when the change happens. So countries. So that is very helpful
coaching. that’s my target - and start-ups, for a founder in general.
they’re in such a big need
because they always have to
pitch, but unfortunately there’s

“It sounds corny, it sounds
like a cliche, but the more
people tell you, you can’t, the

more you should do it!”

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yamilette cano Your mission is to create a Three Tips for people that
connection - explain. speak that need to
BE SURE TO KEEP UP WITH develop skills?
YAMILETTE AND LOUDER AGENCY I never wanted to go out and
hardcore sale, I want to create a First of all, find an intention.
VIA THEIR SITE connection, a relationship, and if Write it down by hand -
WWW.LOUDERGLOBAL.COM then the business happens, it’s stamping it with your own hand
going to be a stronger writing is personal. Setting up an
relationship, stronger business. intention every single time
you’re going to have to speak to
I think in Asia there’s a lot of someone, because the intention
support now for woman, a lot of is not the same if I’m talking now
groups have events - we to you then if I’m talking to
connect with other woman that 100 people.
are having the same struggles.
We do communicate, there’s not 2nd and most important:
such a thing of “Hey, I have my Practice, practice, practice - and
information I’m going to keep it practice again! Every time there
for myself”. We understand that is something we can make
it’s important to create a better. And do it in front of a
community. mirror- then you can see and
hear what other people are
MESS seeing. A lot of people don’t like
seeing themselves in the mirror,
MAGAZINE its uncomfortable, but once you
get past that your confidence
issue 12 starts to build.

And the 3rd: Have fun! If you often refrain from stuff... we market. Its very needed but a
have the passion, the good idea should relax a little because we lot of people still don’t see that
but you don’t show fun with it, have the support of our its needed, like “what are you
how do you expect people to community. telling me, I can’t communicate?
follow? Have fun, its not I speak everyday!” I get that a
brain surgery! Being Latin American, a brown lot, especially with people who
woman it’d be “your not going have a lot of experience/CEO’s,
Favorite Speakers? to make it somewhere else in the so that’s a tough market but I
world, you don’t have a think that’s my target market.
I like very much, Louvier shes background in business” but no,
amazing! There’s a lot of leading I studied international relations I have a mirror to show them,
ladies. and I think its one of the best see what other people are
studies because it opened my seeing, listen to what other
What do you think makes a eyes to the world. I had to “bang people are listening to and that’s
good speaker? my head on the wall a couple of when the change happens. So
times” but that didn’t stop me. It that’s my target - and start-
The ones that want to connect sounds corny, it sounds like a ups, they’re in such a big need
with the audience, and don’t cliche, but the more people tell because they always have to
think its about them. Those are you, you can’t, the more you pitch, but unfortunately there’s
better speakers than the ones should do it! no capital yet- so I would like
that want to just inform and get to work with them on more of a
across the message no matter And if it doesn’t happen, there’s pro bono or social responsibility
what. Speakers that can be so many other things you bases, because i’m very close
flexible and adapt, reading the can do! to giving back, and in my career
audience - those are the best. I’ve been very fortunate for
I do, because I don’t think its for people to help me.
Biggest difference in cold everyone yet, its a quite niche
pitching and speaking on
something like the Web
Summit stage?

I think even when pitching you
should be so connected to your
intention and emotions that it
resonates. Giving an idea with a
solution (for both).

Any advise to current and
future female founders?

Don’t be afraid! What’s the
worst that can go wrong?
Maybe I don’t get any
customers, I run up my savings,
and I have to go find a job - its a
risk but it’s a calculated risk. We
need to be objective but we also
need to be subjective - jump and
test the waters! As woman we

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interview

elisa bellino

MESS Style with A Conscious: Interview with
Blogger Elisa Bellino —
MAGAZINE
Milan based fashion blogger, Elisa
issue 12 Bellino lends her effortless style and
in-depth opinions by way of her blog,
THELADYCRACY.IT. Major brands and
other style goers take heed to her
critical thoughts that span beyond the
shallow waters of fashion, and I too
picked her brain on everything style-
conscious related.

READ ON...

In two words, Elisa’s style is?

The style of Elisa is currently
sober and sophisticated, in line
with the principle of ethics and
morals of “buy less, but good”, I
try to create various “uniforms”
with few pieces, but of quality.

How’s the balancing act of
mom life and style
media maven?

This work is very pressing, but
fortunately I can often work
from home and this factor has
allowed me to be able to
establish a very special
symbiotic relationship with my
daughter. That said, my
daughter never appears on my
social media, because they are a
work tool and should be used as
such. I consider them very
dangerous.

Do you see yourself creating
your own fashion or beauty
line, if so who or what would
be your muse?

If I ever had the opportunity to
create a fashion line I would be
inspired by the work of Phoebe
Philo, the Olsen sisters or the
sculptural experiments of Dion
Lee without forgetting to graft
into the lines austerity some
sensual and kind Italian typically.

If you could create a
collaboration collection with
any designer who would it be?

At the moment if I had to
choose a designer to work with I
would opt for Daniel Lee, as the
only true heir to the Old Céline
aesthetic (in my opinion).

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interview

elisa bellino

BE SURE TO SUBSCRIBE TO ELISA’S

BLOG THELADYCRACY.IT AND KEEP

UP WITH HER ON INSTAGRAM

@ELSIABELLINOOFF

MESS

MAGAZINE

issue 12

In your opinion, is the “all- evolution, an awareness that the Essential fall/winter piece?
“businessmen” behind the large
inclusive”, “ECO friendly” conglomerates will have to pay Essential for winter is a pair of
more and more attention. black vegan leather trousers.
wave in fashion all in the name
Bloggers and Influncers like What do you hope
of trends, or is the fashion yourself have had a major to accomplish with
impact on the fashion industry THELADYCRACY.IT?
industry finally going in the last few years, how do
you see this evolving? I would like Theladycracy to
beyond aesthetics? have a team of passionate and
I have always invested a lot of prepared women, I would also
Fashion is not going beyond time in journalistic-critical like to develop a new paper
aesthetics, but beyond the writing about the fashion format based on slow culture...
nihilism of contemporary business, so I’d like to be able to I have many ideas!
fashion. I am referring to the fast base my work less on
fashion that has taken hold over appearance and more on
the last decade and which has substance. I don’t love
infected the entire system. This Instagram because I find it
is one of the many strongly limits the potential and
degeneration’s caused by the cognitive faculties of the
capitalist, mercatistic society, in population, yet the business still
which consumption becomes a goes by, but fortunately
basic necessity for existence. everything changes very quickly.
Humanity is slowly realizing that
it has no right to unscrupulous
consumption of land and
resources, in a sense it is a
social, cultural and spiritual

“Humanity is slowly
realizing that it has no

right to unscrupulous
consumption of land and

resources, in a sense it
is a social, cultural and

spiritual evolution...”

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interview

cynthia johnson Interview with Bell + Ivy
Co-Founder and Global
MESS Entrepreneur Cynthia Johnson —

MAGAZINE This month at Web Summit in Lisbon,
we had the opportunity to interview
issue 12 incredibly talented entrepreneurial
mindset women. Cynthia Johnson
runs Bell + Ivy, a digital marketing
and personal branding agency, which
currently works with some of the most
important and well-known companies
in the world.

CYNTHIA JOHNSON IS A GLOBAL ENTREPRENEUR, MARKETING
PROFESSIONAL, AUTHOR AND KEYNOTE SPEAKER. HER FIRST
BOOK ‘PLATFORM‘ WAS PUBLISHED LAST FEBRUARY WITH
PENGUIN RANDOM HOUSE AND TEN SPEED PRESS.



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cynthia johnson
“If you really want to be
needed as an agency, you
should focus in what the
goals are right now, not
what they were.”
Where does the name we left and we had this big idea.
MESS come from? We thought: “Let’s fix the
structure and the way people
MAGAZINE The idea was to combine look at humans and empower
science and magic, so Bell + Ivy them a little bit more”. Because
issue 12 comes from Alexander Graham there is just a missing piece in
Bell, the founder of the the way the industry was
telephone and Ivy Lee, evolving -and still evolving- and
considered one of the most there is content that needs to
original fathers of modern be created.
public relations.
Do you feel like you are
How did you start Bell + Ivy? solving problems by being
the Co-Founder of a
Actually, my co-partner and I marketing agency?
were previously partners at one
agency and then, we were Sometimes, I do. Sometimes, I
working together at a don’t. Now seriously, I do.
health-care company, having Because corporative structures
executive roles in a typical corpo are bringing up marketing
environment. It was then, from agencies to solve their problems,
the inside, when we realized that but the real problem is that they
there are a lot of things that you are not trying to look inside first.
cannot fix from the inside. And And they are having a bad time
that’s the way people looked at about being objective on their
marketing mix and we felt as we own environment and so, for us
were being excluded from it. So to be able to go and look at

what you already have before at with automation, especially which is that we are introducing
adding to it. And not only is it looking at the hiring. I don’t technologies and not
empowering for people who are really know anybody that is teaching people how to use
doing a great job, who maybe looking into their actual them properly.
feel overwhelmed, but also it is organizations, the people they
hard for the organization to say should be hiring up. Second So, what do you think about
“Oh, look! We already have thing, most jobs aren’t even the future of agencies? Do
these things, we just did not posted so they’re going after you believe that marketing
know we had them. We don’t people with already existing agencies are meant to play a
need to be spending all this jobs. They are head-hunters. big role in content creation,
money with Google”. And in that situation, faced with for example?
the same people getting
What is your opinion approached over and over I strongly believe that agencies
about automation? again. It’s usually the people are going to evolve into
who know it, because they’ve education. Agencies are going
The problem is not automation done the work of making sure to become training and
or the tools, the problem is there their profiles are findable and quality-control tools, more than
is a lot of people that don’t then they are jumping around. actual content developers. If you
understand automation in the That’s not great for a company, really want to be needed as an
right way. So, if you try to drive since it’s expensive to find agency, you should focus in
a car from the passenger seat, people, to train people. So, I what the goals are right now,
you are not going to go very far. think that automation, as far as not what they were.
And that’s kind of where we’re hiring goes, has a main problem
So, if you had to advise a
random person of the street,
what would you do to help that
person in name of the agency?

Essentially, we are an integrated
marketing communications
agency, so we take a brand and
its aspirations, and we make
sure that every single plan is
aligned according to them. We
help brands or companies to
achieve their goals and to figure
it out their problems. When it
comes to providing services, we
try to fill the gaps where doesn’t
make sense for them to do so.

REC

CAP

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STREET STYLE PHOTOGRAPHY —
JEREMY MOLLER

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