Self-care and and pride in one’s appearance don’t necessarily point to frivolity or vanity. As Eleanor Pendleton, the founder and editor of the digital beauty magazine Gritty Pretty, clearly knows, beauty, like fashion, can be a form of expression and, like fitness, beauty can generate real confidence. When the Australian entrepreneur first launched her site in 2010, she sought to create a resource to inspire other cosmetics junkies—but one noticeably absent of BS. Because to Eleanor, beauty is a natural extension of who one is, not an artificial layer one puts on.
Six years later and Gritty Pretty has featured some of our decade’s most natural lovelies. Ladies like Elle Macpherson, Miranda Kerr, Lily Aldridge and Hailey Baldwin have radiated from its pixelated cover.
We spoke with Eleanor about blazing this digital publishing trail, her new shoe collection for Shoes of Prey and the beauty trends and advice we should pay heed to.
How did your collaboration with Shoes of Prey work?
I was approached last year by the Shoes of Prey team to create this collection. I instantly thought it must be a joke, because I couldn’t believe that a brand like Shoes of Prey would want me. When the opportunity presented itself, I was so excited. From the outset I knew that Shoes of Prey was a brand I was aligned with. I met Jodie [Fox] seven or eight years ago when she was first starting the company. I was so impressed that she had left her practice as a lawyer, had left the rat race and gone on to start this company that she was so passionate about. So I felt things had kind of come full circle.
When I was thinking about the finer details of the collaboration and how I work with any brand, I thought that I would have to be heavily involved. I wouldn’t have just put my name on a collection of pre-selected shoes. What I loved so much about them was that they gave me an open end. They said I could create whatever I wanted. It was quite funny because when I started to design the shoes, I envisioned what I thought every woman would want to wear. I quickly realized that every pair of shoes I designed was black, which I didn’t mean to do! Everything I wear is with a black shoe, so that was kind of funny.
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