A Night Out With Aimee Kelly

Lately, Aimee Kelly has been enjoying a slow morning, sipping matcha in her prismatic wardrobe, where creative inspiration comes alive in her famed OOTD videos. But today isn’t a typical day, and “slow” would be the last word Kelly would use to describe it. “During fashion week, nothing else exists. I don’t have a personal life,” says the LatinX content creator, who’s beloved for her maximalist style and affinity for bright pops of color — a refreshing respite in a world that currently seems to be obsessed with neutrals.

8:00 a.m.

The cameras turn on at the crack of dawn to record one of her acclaimed “A Day In My Life” videos. After filming her outfit (which has been pre-chosen far in advance, but has a tendency to change; read: the DIYed flower-laced blazer she donned one year for the shows), it’s time to do her makeup. “I love a medium-coverage foundation but it has to be lightweight because my skin is prone to hyperpigmentation and I’m acne-prone, but I hate the feeling of something heavy on my skin,” she says. “It’s so hard to find something that’s lightweight and still provides the right coverage, especially for long days like this one.”

Her makeup of choice for today? She says she’s balancing her funky outfit with neutral makeup, something with a velvety, natural finish that gives off the holy grail of skin finishes: the coveted soft filtered look. “This is iconic,” she says while applying her foundation of choice, Maybelline’s Super Stay Lumi-Matte Foundation.

Maybelline Super Stay Lumi-Matte Foundation

Maybelline -

“This should be named Aimee because it was made for me. It’s so lightweight. I don’t even feel like I have anything on.” Even the small curling iron burn on her cheek has been completely masked. Her next step is blush and contour, which is where she says most foundations tend to fail her. “Sometimes I have to take all my makeup off and start all over again because the foundation isn’t wearing well under my other products. It’s the biggest pain, which is another reason I love this foundation so much. It doesn’t move at all, so I know that I can always use this foundation for the base of any look, whether I want something bold or more neutral.” But Kelly’s favorite part is that she found her exact shade, which is 332. With her mixed Dominican, African American, Jewish, and German background, Kelly says that she thought finding her exact shade match would be like finding a needle in a haystack. “This is the first time I’ve been able to find my exact shade.”

12:00 p.m.

The spirited videos she’s known for come courtesy of hours upon hours of work. Before the shows even start, Kelly’s out in the city in the early morning, filming hours of content — in the rain. Cold, winter rain. All of this: the light-as-air makeup, the sips of matcha in between shows, the frigid rain-or-shine photoshoots, is part of the job. “Even after all the rain and stuff, my makeup looked great and I didn’t need to do any re-touches outside.”

5:00 p.m.

Hours later, the sun begins to set as Kelly wraps up a day of fashion show-hopping. We beg for her secret to maintaining a fresh look, even after hours of selfies under bright lights, flashing cameras, and running from one show to another in heels. “It’s the foundation! I swear, I still can’t feel it at all. It’s the perfect satin finish, which I love since I have combination skin. It’s not overly matte or overly dewy. You still can’t see the burn on my face or hyperpigmentation, either, right?” So. Right.

9:30 p.m.

But the day isn’t over yet, and it’s time for a pre-after party and dinner outfit change. Before a 10 p.m. reservation, she runs back to her apartment and cranks up the music. “I love listening to loud music,” she says. “It helps me to be present and in the moment. I put out my outfit, displaying it while choosing all my accessories.” And even though she’s back in the makeup chair? Still no need for a touch-up. “Honestly, my makeup still looks great and I still don’t feel like I even have anything on. I’ve got that natural dew without using any powder.” Just a little lippie reset, and she’s off.

1:00 a.m.

It’s past midnight, and Kelly’s finally back home, ready to repeat the day with fresh inspiration tomorrow. The accessories, hair, and outfit will change dramatically, but the makeup? No way. The amino acid-infused foundation that’s kept her looking luminous since the sun first rose resisted the sweat of the day — one of the few reliable pillars in the beautiful chaos of Kelly’s life this week. “The foundation still feels so light,” she tells me. “I’m not ready to take it off.”

This fashion week, she proves that she’s more than just the content-creating savant who has amassed hundreds of thousands of loyal followers with her bright and light personality. She’s one of the beauty and fashion world’s great soothsayers, an inspiration for any person wishing to wear their uniqueness with comfort and ease without losing the playfulness that first put her on the map (and will continue to do so).