The DIZZIAK beauty brand boss Loretta De Feo shows us where she finds art in her world – and discusses the bright whiteness of mainstream art spaces.
“Art is anything that creates a deep emotional response. Whether it’s a painting, a song, or even the perfect design of a product, if it touches something inside me or makes me think or feel deeply, that’s art. I’ve always had a passion for creations that come from nothing – like someone making an incredible meal out of a few ingredients.”
Loretta De Feo
Loretta De Feo, the owner of the much-loved beauty brand DIZZIAK, might not be what we would call an ‘art aficionado’. She does not have an encyclopedic knowledge of every facet of art history. She may not even lay claim to a house with rows of critically acclaimed paintings and illustrations akin to a gallery. But what she does possess is a deep and personal relationship with art and creativity that would escape the confines of any wooden frame, and one which lights up every aspect of her life. You can see it manifesting in her home – which is bursting with colour and vibrancy, whether it’s a yellow desk lamp, a bright red couch or a ceiling to floor abstract painting (or a bright blue imagination of a kingfisher). And you can hear it when Loretta opens her mouth and describes her life story.
The Creation of DIZZIAK
Loretta began her career in the live music industry, whilst also penning features as a freelance beauty writer. It was then that she realized she could create something important. “My experiences with sub-standard hair products and salon nightmares as a woman of mixed heritage drove me to spotlight these frustrating issues,” she tells us. “Faced with the challenge of finding suitable products, I was compelled to create DIZZIAK.”
DIZZIAK launched in March 2018, offering natural hair care products for all hair types and striking branding. Since then, it has earned numerous awards and gained the support of stars like Dua Lipa. Loretta De Feo agrees that her work is a meaningful expression of her creativity. “I’m involved in every decision regarding the look and feel, and every idea, which continually feeds my creative spirit,” she says. ‘Creative spirit’ – we can go along with that description.
Loretta explains that the art, music, and fashion she experiences in London inspire DIZZIAK. She has lived in the city’s east for 21 years. Indeed, the city itself seems to be some sort of creative palette from which she draws life. In her twenties, this was expressed through the art of music – Loretta would go out nightly, absorbing a myriad of scenes and subcultures found in the then-thriving club and gig culture.
Now? Maturity and London’s imperilled nightlife have changed things somewhat. Today, her creative inspiration comes from sources that are a little bit more sedate (but no less thoughtful.) “My creative inspiration often comes during long solo walks through the city,” says Loretta. “My eyes always open, capturing life’s unexpected moments.” It seems she’s a bit of a modern-day flaneur. “Creativity for me is also about imagining,” she continues. “I’ve always been a night owl, and I find that the city’s nocturnal energy enhances my most creative thoughts, making the impossible seem possible. The energy from being surrounded by other night owls, the lit windows I pass, sparks ideas and connects me to the broader community.”
With all of this artistic energy, it seems obvious that Loretta would have some sort of formal artistic practice. “I’d really love to get into painting, but I don’t have the room for it right now,” she says. “It seems like a great way to bring all those vibrant ideas to life. I even tried moving to the seaside once, thinking it might give me a new perspective. It didn’t take long for me to realize that I’m wired for city life.”
Creative Process
Instead of channelling her creativity intopainting, away from work she likes to make her flat her unofficial canvas. But this can be a bit difficult in an east London new build. “My flat is relatively new, so it’s been a bit of a challenge to infuse it with character, but I try through my choice of decor and furniture,” says Loretta. “I love finding unique mid-century pieces and importing them from all over the world.” Whilst she might have some specific tastes, she employs a general philosophy when buying objects for her home that is a little less definable. “Every item in my living space that isn’t strictly functional is displayed because it holds meaning for me,” she says.
With more of an emotional connection to art, Loretta is unlikely to buy a piece based on artist pedigree or monetary value. “It really comes down to the story the art tells me,” she says. “If a piece speaks to me and connects on a deeper level, that’s when I know it’s right. It’s all about the emotional impact, far more than the artist’s reputation or the piece’s potential investment value.”
So, what are the deciding factors for investing when she sees something she likes? “It can come down to loving a particular style or artist, or just getting that gut feeling from a piece. Sometimes it’s about the emotion it stirs in you, and other times, it’s simply about loving the look – the colours and shapes that catch your eye. It’s a mix of heart and eye appeal.”
For a woman with such an instinctive approach, who expresses her artistry through her relationship with work and her city, we wonder what she thinks of the formal, mainstream art world – a space that can often appear as exclusive or stuffy. “Growing up, I struggled with it,” she agrees. “I found art spaces literally very white and bright, and I didn’t always want to stand out in those environments. I’m not sure if it’s changed now, but I’ve changed, and I’m glad I no longer care about that. It would be great for art to be more accessible.”
Final Thoughts
Finally, we ask Loretta De Feo for a piece from her collection that sums up the story she has told us – something that encapsulates her spirit and her appreciation of art. She is quick to pull out one in particular. “It’s a self-portrait of me by my friend and talented painter Chris Moon. What amazes me about him is how he captures my essence without using any obvious identifiers. There’s nothing in the painting that overtly identifies me, and yet, it’s unmistakably me.” Unmistakably Loretta? We think that’s rather fitting. Because for Ms. De Feo – art is her life.
