Alexa Chung, man. She’s still an It girl, I guess, but whereas I used to think of her as a effortlessly stylish badass, I now see her as just another try-too-hard celebrity who is shilling for the purpose of shilling. I don’t want to make it sound like I criticize her for capitalizing on her image, because I don’t, but I do kind of resent the way she’s trying to continue the approachable, cool girl thing she had going on when she first became famous. Because it’s not really true anymore.

Take her new cat eye makeup “tutorial.” Alexa joined up with Eyeko a few months ago to do a makeup line inspired by her style (Side note: Eyeko liquid eyeliner is AMAZING. Go out and buy it right now if you don’t have it. I got one in my Birchbox once and have been obsessed ever since). So, it makes sense that she’d do a makeup tutorial to show us how to get her famous cat eye look. Except she doesn’t actually do her makeup in it and it’s not actually a tutorial.

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See? It’s literally 28 seconds of her hastily applying eye makeup to her already made up face, with some cutesy filler content—“Luckily, I’ve looked at enough cats to work out how to do it”—to fool us into thinking we’re actually seeing a real glimpse into Alexa, rather than a careful marketing tactic. We get it, Alexa. You love cats. You’re adorably quirky. And you were probably contractually obligated to “show” people how to do your signature eye makeup look. Aargh.

As Nora Crotty at Fashionista points out, the video credits makeup artist Lisa Eldridge, so there’s no chance that Alexa actually did her own makeup. That’s totally fine! Except don’t sell it as “Oh hey, it’s just me, a stylish girl sharing her secrets with you!”

Photo: Getty Images