Indianapolis native, Devonna Jones, is a self taught makeup artist and beauty guru set out to disrupt society’s measures of beauty. Surrounded by the strong female presence of four sisters and a fashion forward mother, style, beauty and expressing femininity became second nature to her.
In her later years of high school she was faced with an unexpected tragedy. She lost her mother to sepsis, forcing her to take on adult roles at a young age. Makeup then became not only a safe space and form of expression, but an extra source of income.
Now, at just 21, Devonna has pioneered her own beauty brand and business that continue to flourish and attract clientele. Dedicating her artform and style expertise to making women feel confident, bold and beautiful, she easily separates herself from the average fashionista. She debuted some of her favorite looks for PATTERN while sharing some of her style and makeup inspiration below!
What is your earliest memory of a noticeable interest in fashion?
I’m a makeup girl so I would say the sticky lip gloss from Kings Beauty and Limited Too was super poppin’ back then. I also was a Britney Spears fan so her pop star look was goals. The colorful stickers for your face was always a go to.
Who or what influences your style?
I like a sense of vintage and chic. I think the Kardashian sisters as a whole are very fashion forward. Kim Kardashian always makes huge statements. Kylie Jenner is a makeup goddess and her new skin care line is genius. Overall, I would compare my fashion to Kourtney and Kylie, they bring sex appeal to the simplest outfits.
Describe your personal style in four words.
Bright, Boujee, Expressive and Chic.
What’s your go-to item in your closet?
Cardigans, you can just throw them on. You can throw them around your waste or your arms. You can do anything with a cardigan.
Who are your favorite designers, and what do you like about their designs?
Virgil Abloh, I like him because he is a trendsetter. He is the designer of Off-White and partners with Louis Vuitton. He’s black which is a plus. I love to see black designers and stylists flourish during such a negative climate in society. All of his designs are very exclusive and he has created a lifelong brand. His designs are not ideal fashion statements, however, his ability to mix words and colors on clothing is eye catching. I can tell that he does not have a standard for beauty, we need more of this in the fashion industry.
Did you ever consider leaving the Indy area? If so, what made you stay?
Yeah, I plan on leaving when I graduate. I want to move to Florida. I have visited Florida many times, and whenever I am there I feel like a wildflower. The only reason I’ve stayed is because of school and family. I don’t think there’s much here for what I want to offer the world.
What trends are you noticing for spring fashion?
The bedazzled sunglasses with the jewels, I really love those. Bright purses have been looking great this season. Sheer tops are making a comeback too; I specifically like the metallic sheer tops.
What’s next for you? What short and long term goals are on your list?
I plan on launching my own cosmetic line from Babydoll Beats Cosmetics. My first line is going to be called Foreplay. The collection consist of; lip glosses, eyebrow pomades (with a twist, stay tuned), an eye shadow palette, and a setting spray. All of the titles are risque and sensual. I chose a sexy theme for my collection, because makeup is supposed to make us feel sexy. I love the idea of free expression and talking about sexuality. Why not put everything I love in one? I hope that this collection sexually liberates everyone and is a feminist favorite.
Fashion is a form of expression. It’s expressing yourself through; hair, makeup, clothing and art. There’s no right or wrong way to do it. If you like it then wear it.
Worst fashion trend.
Uggs are a terrible fashion trend. I hate their shape and they remind me of space shoes. They are super comfortable though.
Best fashion trend.
Bringing back high-waist jeans, because they are so comfy and cute.
Last but certainly not least, name your favorite fashion icon.
It’s definitely Rihanna. Not only is she a makeup mogul, but she wears whatever she wants. Rihanna wears the outfits that everybody is scared to wear; her beauty and confidence makes anything look amazing. Whether it is sweat pants or red carpet, Rihanna is guaranteed to be the hottest.
Keep up with Devonna and her brand with Instagram!