MAE-KUP!
MAE-KUP!
MAE-KUP! is a live fashion and beauty experience built around one simple idea: you can be whoever you want to be.
Created by Irish artist and songwriter EVIN, MAE-KUP! began as a social video series in which EVIN sets up a full makeup station in public spaces, applies a look from start to finish, and invites complete strangers to become part of the creative process. What began as an unconventional act of self-expression has grown into a global conversation around identity, individuality, courage and acceptance, with the series surpassing 50 million views worldwide.
For London Fashion Week, MAE-KUP! moves beyond the screen and into a live fashion environment.
The experience brings together fashion, makeup and the public in a deliberately unexpected setting. EVIN’s distinctive androgynous styling and expressive makeup become the starting point for an open, spontaneous exchange with the people around them. Rather than presenting fashion as something distant or untouchable, MAE-KUP! invites everyone into it.
The audience isn’t simply watching. They participate.
Guests and members of the public are invited to influence the makeup, styling and creative direction, creating a constantly evolving experience shaped by the people who encounter it. Conversation, humour and individuality sit at the centre of the event, challenging the idea that there is one correct way to look, dress or exist.
At its heart, MAE-KUP! is about permission — permission to experiment, to be visible, to question what we’re told is normal, and to express yourself without apology.
EVIN’s work sits at the intersection of music, fashion, beauty and social commentary. Through clothing, makeup and performance, MAE-KUP! explores how personal expression can become a form of connection — and how something as simple as asking another person, “What should I do?” can open the door to genuine human interaction.
The event is a celebration of difference rather than a debate about it. It asks people to put down their assumptions, engage with one another and recognise that individuality does not have to separate us.
And everyone is invited to take a seat.
