PURE & SIMPLE
Moin founder Lisa Niemann’s wardrobe is all about effortless comfort, and an appreciation for the sentimental, finds style editor
Thoughtful without overthinking it is how Lisa Niemann describes her laidback wardrobe and approach to dressing each day, a personal ethos that extends to her new brand too.
Launched in January, Moin (which translates to a friendly greeting of “hi” in German) speaks to the growing market for off-duty loungewear that you’d be happy to answer the door and pop to the dairy in; a new, relaxed take on luxury with a focus on natural fabrics.
For Niemann, who grew up in Hamburg, studied in Sweden and has a background in the tech industry, it’s about finding items that are well-made and convey a sense of ease. “Feeling confident is a priority. Making sure I look polished without compromising on comfort brings out my best self,” she says.
I MOSTLY WORK FROM HOME
, and choose elevated loungewear as it’s something I know looks tidy on video calls, is comfortable and will easily take me to public settings out of the house, and into the weekend. The same goes for trips away, it’s the easiest to pack and I know I will look and feel good wearing it. When I head into the office I will still wear comfortable tops and trousers mostly. Shoes can really make a difference here. I still wear lightweight, comfortable pieces with leather loafers or tidy sneakers to tie it all together for work.
MY MUM IS A TALENTED GOLDSMITH BY TRADE.
Every day, I wear one of her precious pieces proudly. A very special ring that was reimagined from pieces passed down through generations. It features gold from an original jewellery piece, once belonging to my great-great grandmother and diamonds gifted to mum by my grandmother for the occasion of my birth. I get so many compliments from friends and often from staff in stores. It’s a piece of jewellery I hope to pass on to my daughter one day (if I have one) or another special person in my life.
MY GRANDMOTHER’S BEAUTIFUL SILK SCARF IS A TREASURED PIECE.
It reminds me of her warmth, she passed away a few years ago. For a long time it still smelled like her perfume. The scarf even made it into one of Moin’s photoshoots.
LOOKING BACK, I’VE DEFINITELY HAD SOME WARDROBE FAILS.
But I also think it’s fun to experiment and not take it too seriously. In the past I would wear things, because I thought that perhaps others would like it. Now, I just go with what I like and what I feel good in. I was never really one to follow trends if I knew they wouldn’t suit me, and have grown to appreciate my own personal style as I tuned into what made me feel the most confident.
TRAVELLING IS A HUGE SOURCE OF FASHION INSPIRATION.
It’s particularly special when I visit my relatives in Europe. The majority are located in Belgium (my mother’s side is Belgian) – known widely as one of the frontrunners on design. I’m constantly inspired and I try to keep an open mind and a curious attitude, so it’s impossible to attribute any one individual as the source.
MY STYLE SIGNIFIER WOULD BE
the beautiful ring my mum made and my golden mini hoop earrings. I wear two on each ear. Also, my Yu Mei bag, which I take with me everywhere.
I GOT REALLY INTO HOME DÉCOR
when my partner and I were in the process of building our house. When it comes to home items and clothing alike, I take a quality-first approach. I appreciate the value of building up my space (and wardrobe) over time instead of rushing into things or opting for quantity at the expense of quality. I often find myself scouring op-shops for gems to refurbish. One of my favourite pieces is a stunning long ottoman that I got redone in beautiful boucle upholstery. My home is my haven, that’s why I put a lot of effort into making it an inviting space. It’s the perfect place for me to unwind and restore my energy levels.
Makeup feels very… stuck right now. Not stuck as in stagnant, but literally stuck on. Every recent fashion week has seen makeup artists experimenting with glued on details as beauty rebels against the prevailing “clean girl” aesthetic, and, at least from where we’re sitting, it’s a look that feels fresh and ripe for plucking right from the runway to our faces.
At Simone Rocha’s show at London Fashion Week last month, makeup artist Thomas de Kluyver attached fine ribbon bows below the models eyes, their long ties trailing behind the models as they walked.
At Mowalola in New York, artist Isamaya Ffrench created “LED-infused skin”, glueing thin lengths of LED lights to the models faces then hiding them behind liquid latex painted back to skin colour. Completed, the models had eerie glowing orbs of light randomly dotted on their glittery perfected skin.
Not to mention a recent Balenciaga show where makeup icon Inge Grognard worked with master of prosthetics Alexis Stone to create an army of “body mod angels”, with models sporting multiple facial piercings.
Now, you’re probably sitting there reading this and thinking, “Beauty Benders, you’ve lost it, there is no way I’m glueing LED lights to my face for a quick dash down to the local supermarket.” We wanted to know more, so asked Lochie Stonehouse all about this stick on moment.
YOU’RE NO STRANGER TO GLUEING THINGS TO YOUR AND MODELS’ FACES. WHAT’S YOUR FAVOURITE LOOK YOU’VE DONE LIKE THIS?
A few years ago, I applied hundreds of faux pearls to my face for a Schön! magazine editorial. It looked like a sinister, form-fitting masquerade mask. That look took me upwards of four hours to apply before I could actually join the team on set.
WHY IS THE BEAUTY WORLD SO OBSESSED WITH GLUEING THINGS ON AT THE MOMENT?
Right now, fashion consumers and trend-followers are revisiting Y2K fashion/lifestyle trends. It’s about accessories: flashy metalware, oversized belt buckles, key-chains, belly button piercings, stoned denim and risqué tattoos. Think Diesel or Ed Hardy. These aesthetics are now being reimagined on the face. Why spend an hour following an InstaGlam tutorial, when you can just glue a few pearls onto the eye? It’s about ease of application v high impact.
WHAT WAYS CAN SOMEONE TAKE THIS IDEA AND MAKE IT A LITTLE MORE… EVERYDAY?
Although we’re seeing an influx of appliqué extremities on the runways, glueing large objects to your face may feel daunting. Start by experimenting with a few flat-back Swarovski diamantés or faux ball piercings. A tiny diamanté placed in the inner-corner of each eye (where you would usually highlight) is a wearable look. If you’re feeling more brave, try a faux ball piercing on the brow bone or cupid’s bow.
ANY TIPS FOR GLUEING THINGS TO OUR FACES? WHAT’S THE BEST GLUE? WHAT STAGE IN OUR ROUTINE SHOULD WE BE APPLYING THINGS? ANY TOOLS
WE NEED?
Duo eyelash glue is the best product to use, as it’s safe for use around the eyes and face. It also holds light-weight appliqués with ease, and is easy to remove.
It’s best to apply any appliqués as the last step in your makeup routine. Before beginning, make sure the area is dry before application. If you usually use a dewy foundation, you may need to powder-down the area before you adhere anything to your face, as glue will adhere better to a dry surface.
Begin by applying a small amount of glue to the appliqué with a cotton tip. While holding the appliqué, gently blow on the glue to activate the drying process. Place the appliqué on the desired area. Without removing your fingers, lightly hold it in position for a few minutes until the glue has dried completely.
Removal is as simple as picking off the appliqué, and rolling the remaining glue off your skin with your finger.