Ua splendid woman fromladylike auraor rather, from sciura, as they say in Milan. And a creative with an aesthete’s eye who hired her among the protagonists of his highly followed IG profile @Sciuraglama digital ode to beauty, charm and innate elegance, without age limits. We meet them together on a day full of glam, thanks to skincare and make-up Lancome.
24 hours beauty with Sciuraglam
The “sciura”, in Milaneseis a woman of an indefinable age, elegant par excellence, with a recognizable allure. She always has perfect hair and makeup, even if she doesn’t need anything to be special. «Feeling defined as such flatters me because I enhance my appearance with little effort, but it has always given me a lot of satisfaction: a good day cream is enough for me and little more” she says Neva Murador, model and food designer.
To this Milaneseism owes its name to the profile, or rather the social “case”, born from the creativity of the creative Angelo Petrocelli, who with shots stolen from the streets of Milan of “over the top” women like Neva has built @Sciuraglambeyond 300 thousand followers on Instagram. A story of beauty, which conquers followers of all ages without distinction. Because sir you are, even on a digital medium.
Video Mattia Gennaro
10am, a daytime beauty look from Sciuraglam
«I started modeling in my 60s, stopped randomly on the street. I believe because of my white hair, which I had freed from the dye a while ago… This white hair, I must say, was a gift. I have even showed at Milan Fashion Week, I have always been very reserved in life, first as an advertiser, then as a food designer, my passion.”
Photo by Francesco Romano; Make up and Hair Carlotta Badiali; Video Mattia Gennaro; Location: Radisson Collection Hotel, Santa Sofia Milan
«I passed a lifetime of hiding my supposed flawsToday I dare to play with my image like never in my youth. Appearing on @Sciuraglam is a nice message for me: this social profile is a “manifesto” against ageism, the anxiety of growing old. The myth of youth has defined fees for generations: this is no longer the case and it’s time to communicate it, even to new generations. There is no age to like yourself, there is no limit to discovering yourself. The Red lipstick It suits me better now than before!
Beauty essentials for the day, all Lancôme: Rénergie HPN 300-Peptide Rich Creamwith 9.8 percent more squalane than the classic version, has an enhanced hydrating anti-aging formula, for mature and dry skin (114 euros); Teint Idole Ultra Wear Care & Glow Serum Concealerconcealer with 81 percent of skincare active ingredients, hydrates, illuminates, corrects (39 euros); L’Absolue Rouge Drama Matte 888with a brilliant matte finish (43 euros).
9pm, night time
Behind the profile @Sciuraglam there is a boy, Millennial generation, dentist profession, with some dreams left in the drawer. «I took the first photo of a beautiful lady in 2016, in the Feltrinelli Foundation in Milan. I, an away student, stayed immediately enchanted by the inexplicable charm of some rarefied ladies through the streets of the city. Like Truman Capote’s swans, alone, at the San Marco market” he says Angelo Petrocelli.
Photo by Francesco Romano; Make up and Hair Carlotta Badiali; Video Mattia Gennaro; Location: Radisson Collection Hotel, Santa Sofia Milan
Photo after photo of the sequel @Sciuraglam there was even talk at Bocconi and Cattolica Universities. «I still don’t understand what that alchemy of factors is which he defines as a “science”. AND beauty, it’s poise, perhaps an aura».
The ultra glam beauty case of the evening: Rénergie Yeux Lifting Filler Eye Cream, hydrating, lifting, anti-aging eye contour treatment with a high concentration of low molecular weight hyaluronic acid and peptides from a French flaxseed extract (76 euros); In the center, the collector’s palette Lancôme x Louvre Face Palette Richelieu Wing, with three eyeshadows with marble reflections and a precious green. Limited edition, on sale exclusively on lancôme.com (78 euros); To complete, Hypnose Drama mascarawith a maxi applicator that curves, “lifts” and thickens the eyelashes (39 euros).
«I would say that it’s a footprint» suggests Neva. Certainly, It’s something aspirational. The most frequent comments under the photos ask “Where do you sign to get to this many years?”. One smokey eye like this one, emerald green, it is a work of art on a face that is unique to its experience. Be yourself, always.”
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