Nowadays, many people think that Kim Kardashian is sexy. In 1909, a woman who revealed her ankles shocked people. In 1916, if a woman smoked publicly, everyone knew she was an actress. If she wore red lipstick, they thought she was a whore. What is sexy today? And then? We seek the women who didn’t become famous overnight.


The Tensies: transformation. A decade in progress…with retro flashbacks and innovative concerns. “Today, there are no ugly women, only ungroomed and lazy ones” fashion designers, together with manicurists and hairdressers, say. Gigi Hadid came to succeed Cara Delevigne. And with her, the anorexic models of her generation.

The digital decade. The internet changes our lives, communication gallops, globalization makes its first steps and economic growth is visible but without the subsequent consequences. Women want the perfect lipstick. The perfect mascara. The ultimate brand. Nothing is taken only on its content anymore.  They want it to have perfect packaging and a perfect result.  They also want to have the exclusivity which no other woman has.  It is the decade where everything is recorded and disclosed. 


The Naughty Nineties. New technologies. The “www” (World Wide Web) is born.The computer appears in our life. The cell phones too. Fashion industry is dominated by the supermodels Linda Evangelista, Cindy Crawford, Naomi Campbell, Nadja Auermann, Christie Brinkley, Christy Turlington, Kate Moss, Carla Bruni, Helena Christensen…The cinema inspires, stars aren’t the girls next door anymore.  We want to look like them and  surpass them

The Greedy Eighties: Aimlessness. Technology along with beauty. Paloma Picasso’s lips. The war of mascara. Clinique writes in its campaign: “Beauty doesn’t mean looking young”. Azzedine Alaia launches dresses that hug and reveal the body. Jean-Paul Gaultier deifies the female breast, with Madonna being his unique muse,  perhaps at the top of her career.
“I don’t try to be the most beautiful woman in the world. At some point you ask yourself: what is truly sexy?” – Sharon Stone.


The Disco Era: Disillusionment. Makeup as camouflage. In the 70s, every woman created for herself a different look for every moment, mood, fantasy, every hour of the day.  A Clockwork Orange and Helmut Newton.  Charlie’s Angels and David Bowie. Bold eyeliner on the eyes.  Gloss on the lips. Blusher and tanned skin. Waterproof mascara for the first time in the world market.

The Swingin’ Sixties: Rebellion. Eternal youth. Over-exposure. Exhibitionism. Emphasis on the female silouhette. Brigitte Bardot, Natalie Wood, Jean Shrimpton, Veruschka, Sophia Loren. The great revolution was born in London with Mary Quant and the famous paint box. And Biba.


The Fabulous (Fab) Fifties: Materialism. Everything in excess. Makeup, false eyelashes, eye liner, eyebrows. And of course, the famous mole, authentic or fake. Eye shadows and lipstick complement the hues and shades of the dress.  Marilyn Monroe, international sex symbol of the decade, brought to the big screen the eroticism of a child and sensual woman together. 

The Flying Forties: Patriotism. The New Look. Cosmetics became the secret weapon of war. Rita Hayworth, in Gilda’s 1946 poster, appeared as the absolute heroine of the era together with Hollywood’s eroticism in the form of a pinup. It’s Helena Rubenstein’s decade and the Heaven Scent collection. Of Estee Lauder, Max Factor and Lancome. Beauty as an antidote against depression.


Sandy Tsantaki