The influencer has turned the fascination with Parisian style and beauty into a lucrative business.
"It’s a cliché. But we play with this cliché. It’s because of it that I have success."
About 10 years ago, pre-Instagram, Damas began doing her bonding with fellow fashion folk on Tumblr. At the time, she was documenting her life in Paris, and most of the photos archived online depict intimate, gossamer scenes with friends and without context — snapshots that we would liken to "moods" or "vibes" had we possessed that vernacular in 2009. By the time she began Instagramming in 2012, Damas was a Paris fashion-scene fixture. And then America found her.
. French fashion arrived on the global stage toward the middle of the 20th century, dovetailing with the French New Wave movement, whose stars still comprise the pantheon of French-girl-ness. Besides their thinness and their whiteness and their alpine cheekbones and their clearly delineated lower lashes, the physical characteristics of each vary , which creates the illusion of embracing individual beauty that has underscored the myth of the French girl ever since.
Of course, Damas is well aware that she is a walking American consumer fetish in the same way that a CEO has a financial obligation to examine their success in a foreign market. "It’s a cliché," Damas says, shrugging. "But we play with this cliché. It’s because of it that I have success." In the same breath, she warns that all Parisians are not the same, let alone all French people.
Damas’s hair is the color of 1.2 million Instagram followers, with bangs that lounge across her forehead like babes on holiday. Her lips are painted with 2.2 million YouTube views, and her cheeks are flushed with 60,000-plus likes. She is dressed head to toe in Rouje: a thick red sweater tucked into high-waisted jeans and underlined with brown croc-embossed boots.
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