16:17 - FLOWWW: Ready 16:17 - FLOWWW: *puts on j cole* 16:24 - JENDELLA.: So, who are you? 16:26 - FLOWWW: FLORENCE ADEPOJU. Founder of MDMflow, someone who is passionately curious 16:27 - JENDELLA.: Lol, your name is full caps yeah? #BAWSE 16:28 - FLOWWW: Yes babe! More than anything I'm myself sha, defining yourself by what you do is so 2013 16:30 - JENDELLA.: So, what's MDMflow? 16:37 - FLOWWW: MDMflow is my baby! I tell ppl it's a hip hop inspired lipstick line blah blah because it's easier to understand. But really in its entirety MDMflow is a younger version of me, in a product. hip hop rocks my world so it's mostly hip hop but I also think MDMflow is an attitude. The MDMflow girl does what she wants 16:39 - JENDELLA.: How did MDMflow start? 16:45 - FLOWWW: I studied cosmetic science at the London College of Fashion and for my dissertation I decided to make lipsticks (because I wanted to move to France for the year but that's another story) As
soon as I started making my lipsticks people were asking for them/ stealing them! So I turned it into a business. Though before
MDMflow I always knew I'd go down the entrepreneurial route. I always knew I wanted a business model that was personal. 16:46 - FLOWWW: I've been reading all these business books so I feel like my response should be more detailed and elaborate lol 16:48 - JENDELLA.: Lol that's kool. Inspiration for the kids-dem. Its good to get an in depth look at it all because that's the juice that we wanna hear, not surface stuff. 16:51 - FLOWWW: Certain things I'll keep for my book. Like the time we spent a whole evening in Starbucks looking at lipstick packaging. That day is so special to me, the moment when it all became real. Starbucks Oxford street is basically where MDMflow was conceived #craaaaaaaay
16:59 - JENDELLA.: What's the reaction to MDMflow been like? 17:03 - FLOWWW:
17:04 - FLOWWW: Have I shown you this message? It's
so cray when someone reacts to a product you made this way and you're not Justin Biebers mum 17:05 - FLOWWW: That's what I get all day everyday love love love. From people who have tried it to those who have just seen a picture of them on Instagram 17:07 - FLOWWW: I get emails from girls telling me I inspire them. It's soo crazy that something I created can instigate positive change in someone else's life 17:08 - JENDELLA.: Why do you think people react this way? 17:09 - FLOWWW: I really don't know lol I don't think this kinda thing is really done in the beauty industry. The industry exists to tell women how to be whilst MDMflow allows you to be yourself 17:11 - FLOWWW: Girls who really want blue lipstick can get it here and find other girls who rock blue lipstick too 17:11 - FLOWWW: I'm also very honest and open about my behind the scenes and people like that about MDMflow
Street Wave Words by Isis Nicole
Like a number of the generation-wifi population, I happen to heart any 1990s street fashion throwback Tumblr can dig up. From the gaudy bikinis and fur on Lil Kim to the finger waves and baggy threads on Missy Elliott, all of it brings me back to a time I so wished to be an adult in – but I was just a youngin’. The cool thing about growing up is that you can put on whatever the heck you want. As a fan of Wil Fry’s take on luxury bootlegs, if I had the funds, I’d probably wear that. Fry’s aesthetic based on logo culture sparks one of my most institutionalized child-HOOD memories. Tommy Hilfiger, Chanel, DKNY, and Coogi knock-offs. Remember? I’m also into the street style of self-proclaimed ‘baddest female’ CL [star of K-Pop girlband 2NE1] dripped in gold grillz and HBA. I will never get over the fact that I got to witness a very familiar corner store beauty item become embraced by a K-Pop princess. Maybe she and I can shop till we drop in say, Justice’s [from Poetic Justice] and Sissy’s [from CB4] closet circa ‘93 seeing as street style has been in the eye of the beholder since yesterday. I know it sounds sort of ridiculous, but it’s true and sort of expected considering that the post 90s babies are finally all grown up. Just take a look at the street influence in Gerlan Jeans forthcoming dangerously-cheesy-airbrushed-urbantwist lookbook, or even Nasir Mazhar’s SS14 collection swooped, swerved, and served in what a number of fashion blogs have referred to as “ghetto styling.” Now, as a lil ol’ brown girl from the States, when it comes to black culture, I can be sensitive about my ish. I mean, define
“ghetto styling”. I suppose it’s a debatable subject, but seriously! What the hell does it mean? Is it bad? Is it good? Is it irony? As the world turns, fashion evolves and recycles and the streets continue to come along with it, and to be honest, I’m not exactly sure when the defining moment was. Highart, more often than not, tends to channel from low-art. The efforts of what may seem to be a thoughtless combination of urban apparel is constantly re-stitched together for fashion to flaunt for fun. But this won’t last forever. Do you recall when fashion went through a romanticized gold name plate and Kangol phase after the coolness of Carrie Bradshaw of Sex and the City? Maybe not, considering that nail art is the new gold name plate. Understand that I don’t see nothing wrong with bandeaus, jersey boxers, nail art, hooded maxi-sweats, and quilted skirts making the mainstream cut, but I am let down when I start to take note that fashion will only think it’s worth popularizing on street style when it’s convenient. Aww man, this is turning into the diary of a torn black woman. No, no, no! I don’t want that. All that I’m saying is that the award for best cultural crossover goes to Hip-Hop.
Isis Nicole is a 24-year-old American writer, magazine editor of The Isis Nicole Magazine, and producer by way of the Midwest. She interviews cool people and obsesses over nails. www.theisisnicolemagazine.com
all images from tumblr.com – obvz!
17:12 - JENDELLA.: So when you're making your lipsticks where do you find inspiration for new colours? 17:17 - FLOWWW: I think I have synthesia, when I'm listening to music I literally see colours. With my lipsticks M ilkshake and S weet E scape I distinctively saw those colours listening to those tracks. Sometimes I see a flower or piece of fabric and try to recreate the colour. Or I just sit in the lab and blue sky (a chemist term for just making it up as you go along) 17:18 - FLOWWW: Though I made D i L a L a coz you needed a good black 17:19 - FLOWWW: I read alot of magazines I think they inspire me too but maybe more my attitude 17:21 - FLOWWW: J cole inspires me 17:39 - JENDELLA.: You love your magazines boy. (We obviously weren't gonna get through this without mentioning lover boy ... ) Do you have a soundtrack while you're making lipsticks? 17:46 - FLOWWW: Not a specific one but I'm always listening to hiphop. mostly nicki minaj, biggie & j cole 17:50 - FLOWWW: And not only the music I love listening to interviews 17:51 - JENDELLA.: Oh for real, with who? 17:56 - FLOWWW: Not even being obsessive but Lee Hawkins interview with j cole is my fave 17:56 - FLOWWW: Closely followed by Jay Z and Zane Lowe 17:58 - JENDELLA.: "Not even being obsessive..." 17:59 - JENDELLA.: Do you listen to the same interviews over and over then? 18:07 - FLOWWW: lol I'm totes obsessed init. I check out new interviews every now and then. But I always revert back to my faves espesh on days when I don't feel so inspired. 18:13 - JENDELLA.: What's the MDMflow ANTHEM(Z)? 18:14 - FLOWWW: notorious BIG - warning, Nicki minaj - itty bitty piggy, J Cole - cole world 18:15 - FLOWWW: Judge me I don't care
18:16 - FLOWWW: Big Sean - 10 2 10 18:17 - FLOWWW: I love uk rap too 18:18 - FLOWWW: Krept and Konan - too young is my current anthem and Stormzy - 0-100 cover is 18:20 - JENDELLA.: (Lemme know when you're done cos I know this could take awhile....) 18:24 - FLOWWW: Lolz one more, meridian dan - I'm from a place. that tune is my literal childhood 18:26 - JENDELLA.: Alrite alrite alrite. I think we get the picture now. You like East Coast and UK hip hop. No love for the WestSide nah? *cripwalks* 18:26 - FLOWWW: I
party to WestCoast but I love the grittiness of east side rap and the relatability of London. London rappers are the realest 18:29 - JENDELLA.: I wanna be devil's advocate but I can't disagree with that. Maybe we spend too much time together. I feel like our personalities are merging together... 18:30 - FLOWWW: Lolz, but if you think about it we are so different in the way we do things we just like the same things 18:31 - JENDELLA.: That's true also. Damn. Agreeing again. 18:31 - FLOWWW: Plus you're the only person that can check me, besides mum 18:32 - JENDELLA.: A privilege I take seriously 18:32 - FLOWWW: 18:34 - JENDELLA.: Speaking of partying and West Coast music, I will never forget that club we were at in Antwerp and it was like 3 in the morning and the DJ played 2Pac 'Hit Em Up' and everyone went wild. That night was so dope. Dancing to diss tracks in the club with a bunch of European kids. One of the dopest nights of my life. 18:36 - FLOWWW: Antwerp is the MOST
Hawaii
belgium
london
bermuda
18:37 - JENDELLA.: Anyways. Back on track. What's next in the plan for
MDMflow world domination?? 18:40 - FLOWWW: More MDMflow girls, they already exist but they need to find us and we need to find them, but it's happening already in an organic way. We're building MDMflow slowly, more colours, more products, more retailers. All that good stuff, no pressure 18:43 - JENDELLA.: Explain a bit more about this MDMflow girl in case there's gyaldem out there wondering if they make the cut, give us a summary! 18:51 - FLOWWW: The MDMflow girl is quietly confident she knows what she wants and she's working her butt off to get it! She can be loud too though, because if she has something to say she says it, she doesn't need to be the elusive hero. She's urban, she's down town she's street whether she's rocking air max 90's or Vivienne Westwood platforms. Her make up and grooming is not dictated by trends, it's a representation of how she feels. She's authentic, trill, hardworking! She sounds like a super hero ennit 18:53 - FLOWWW: She’s also sensitive, we all are, but she deals with it.
I think the world we live in encourages us to mask our lives and paint everything as a perfect picture. Being an MDMflow girl is owning it looking after yourself physically and emotionally, understanding that you are important. See I made her human again
19:14 - JENDELLA.: OK so, Top
Five Craziest Moments In The MDMflow Journey So Far? 19:26 - FLOWWW: 1. Launching in Antwerp with 5 lipsticks 19:26 - FLOWWW: 2. Reaching my indiegogo target the next day 19:28 - FLOWWW: 3. the famous/industry ppl that have bought lipsticks from my site 19:29 - FLOWWW: 4. My interview with Vogue Italia 19:30 - FLOWWW: 5. Having one week to prepare for our pop up at shoreditch boxpark 19:31 - FLOWWW: lol I can't believe this is my actual life! 19:46 - JENDELLA.: Better believe it love!! "Thought I told you that we won't stop, thought I told you that we won't stop!!" *Harlem shakes* 20:15 - FLOWWW: *diddy jet dance* 20:16 - JENDELLA.: I just saw the video of us dancing to Beyonce in the pop up shop with Tols. Endless lolz. 20:20 - Florence Adepoju: Nooooooo
20:20 - JENDELLA.: So imagine someone's broken up with bae and they're really upset but then get their Destiny's Child on and decide to go out and kick ass, what MDMflow colours would you suggest? 20:22 - FLOWWW: M ilkshake brings all the boys to the yard or B ossy coz not always boys boys ennit 20:25 - JENDELLA.: 20:26 - JENDELLA.: What MDMflow colour should be worn as you descend the steps of your private jet? 21:47 - FLOWWW: I have a new colour coming called S upreme , or S elf M ade , self explanatory yo! 21:49 - JENDELLA.: What lipstick colour should the discerning MDMflow girl wear on the day she hands in her resignation to chase her dreams? 22:32 - FLOWWW: OMG phone died im back
was wearing V amp the day I quit my 9-5 job. I remember thinking I want to look as intimidating as possible
22:34 - FLOWWW: I
22:47 - JENDELLA.: I've been mistaken as a solicitor wearing V amp . Its the power suit for your lips!! 22:49 - FLOWWW: That is soo legit, love it 22:50 - JENDELLA.: Finallllyyy....what lipstick is appropriate for celebrating life with a champagne brunch with the homies? 22:59 - FLOWWW: P urple S wag !!! Plus purple lip marks on a champagne flute is the epitome of classy 00:35 - JENDELLA.: Of course!
00:36 - JENDELLA.: Well that's all my questions for now, do you have any parting words to leave this captive audience? 00:36 - FLOWWW: Are we done ? I have soooooo much to tell you! 00:36 - FLOWWW: Lolz jk 00:38 - FLOWWW: I guess my parting words are talk to me. I'm a social media junkie, I love to interact, meet new people and be inspired 00:39 - FLOWWW: Totes should get bk on tinder 00:39 - FLOWWW: Anyhow 00:39 - JENDELLA.: No more Tindering. Its for your own good. 00:40 - FLOWWW: Yes mum
When I ge I’m going, g you tre (M.I
et to where gonna have emblin’ I.A.)
www.mdmflow.com www.mdmflow.com/blog
Creative Direction: Florence Adepoju & Jendella Benson for MDMflow Styling: Florence Adepoju Make Up: Florence Adepoju Photography: Jendella Benson Design: Jendella Benson Thanks to the amazing Flore Van Uffelen & the wonderful Isis Nicole. All artwork and images remain the copyright of MDMflow Ltd 2014. Except for the images we got from Tumblr – thanks Tumblr! All lyrics quoted remain the property of the relevant parties.