It wasn’t a surprise when Fenty Beauty by Rihanna started conquering the high-street beauty industry. After all, the range of shades available cater to virtually every skin tone under the sun. And the models certainly reflect this new make-up Zeitgeist. On June 20, 19-year-old Mumbai-based supermodel Naomi Janumala, whose ethereal features — high cheekbones, diamond-cut jawline, soulful eyes and lithe posture — have graced the runway shows of Opening Ceremony and Matthew Adams Dolan, as well as campaigns for H&M and American Eagle among others, took to Instagram to announce that she had been tapped by Rihanna for her latest campaign (launched the previous day). Since then, her photos have been all over the internet. The zesty model (represented by Anima Creative Management), who also happens to be the niece of comedian Johny Lever, was quick to respond to our interview request:
What has life after the Fenty campaign been like?
Honestly, I did not expect this to blow up the way it has and it’s so, so, so overwhelming. It’s like the whole country is supporting me: it’s too much, too good and too hard to digest. Everything feels like a dream. I’ve gotten more than a 1,000 messages and I’m not exaggerating! I haven’t gotten the time to actually talk to all of them but I will actually take one day out just to reply and talk to everyone who messaged me.
With Fenty a huge player in the inclusivity industry, what's it like to be a part of a game-changing brand which places emphasis on diversity? What have been some of the challenges as a model and the successful turning points in the Fenty journey so far?
It’s so exciting to see the number of faces from different countries doing Fenty campaigns, and it makes me proud that I could do my part to represent South Asia. I’m glad that we Indian models are getting so much recognition in this industry! The challenges... I’d say there aren’t many, but for the amount of love and support I’m receiving, I’m also getting a lot of hate. But people love to talk. It’s cool. They keep me going too! Successful turning points would be getting supported by so many huge magazines, newspapers, celebrities, and obviously, making my family and friends so proud, that’s all that matters.
What was it like being photographed by Rihanna? You’ve talked about her incredible hype-up skills, but what can you tell people about her creative direction during a shoot?
Rihanna is a genius and I’ll say that a 100 times and more. So dedicated, so creative, so focussed, so easy to work with. Not even once did she make us feel out of place. The whole idea of the CCTV footage (promotional photographs of the shoot taken by CCTV cameras) was genius, and it was all her: her direction, her photography, her styling. She let me do my own hair just to make me feel comfortable, and said, “It’s you, keep it”. She would try different frames, take her time with the shots, and made us comfortable enough to pose the way we wanted. We had a lot of freedom on set and it was absolutely amazing.
What is your ideal shoot environment?
I need music when I’m shooting. I literally can’t work without it... I mean, I can, but it’s a whole different vibe and yes, full out hip hop, rap, R&B, trap music... I love moving and dancing so I need that. I really can’t stand still when I’m on set.
Love the photos. Any instance of air-brushing and other forms of alteration?
When the campaign came out, they literally felt like raw images, they didn’t touch up anything. I still had my undone eyebrows and messy hair. It’s great, and that’s how it should be. I’ve done so many shoots where my face has been heavily air-brushed and lightened, so seeing the Fenty campaign made me feel good about myself. Then again, Rihanna is all about originality, so I can totally imagine the brand not air-brushing or using any heavy Photoshop on the models. Big respect.
When breaking into the international scene, what have been some landmark moments? Can you share a few special memories with us?
Definitely my first New York Fashion Week season, where I got to open the show; the American Eagle campaign; two H&M campaigns; Alexander Wang and Adidas. And, of course, as part of the worldwide Levi’s campaign, I got to see myself on a huge billboard in Berlin... I didn’t even know about it. I was casually shopping with a friend and I just looked up, and there I was. Ah, I could never get used to that feeling; so overwhelmed! When I was clicking pictures in front of the billboard, there were so many people who were clapping and cheering for me. I will never forget that day.
Can you name a few designers whom you’d call your ‘personal style spirit animals’?
Alexander Wang, Levi’s, Off White, current Louis Vuitton, Kith and Urban Outfitters (which is my go-to).
Naomi Janumala on set with Rihanna
Naomi Janumala in the Fenty campaign
The Mumbai-based model is comedian Johny Lever’s niece
Naomi Janumala at a shoot in Greece
Naomi Janumala’s ethereal features — high cheekbones, diamond-cut jawline, soulful eyes and lithe posture — have graced the runway shows of Opening Ceremony and Matthew Adams Dolan, as well as campaigns for H&M and American Eagle among others
Landmark moments in her career so far? “Definitely my first New York Fashion Week season, where I got to open the show; the American Eagle campaign; two H&M campaigns; Alexander Wang and Adidas. And, of course, as part of the worldwide Levi’s campaign, I got to see myself on a huge billboard in Berlin.”