No other season is more synonymous with fashion than fall. At IT, the customer has helped steer the model from the beginning. Their organic engagement — talking amongst themselves on message boards before Instagram was even a thing — gave start to what has turn into one of many model’s key defining pillars: the can-you-consider-it earlier than-and-after image. They impressed me to do my very own,” says Lima, who famously eliminated half of her full-face make-up throughout her first look on QVC, the place IT is at present the quantity-one general magnificence model. Lima’s military of IT Girls (now trademarked), named themselves, calling in, separately, speaking to her dwell. They felt there was finally a model just for them, and she properly let them in.
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