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Glamors are strongest when built on a particular object, or body part belonging to person on which the illusion will resemble.
The wearer of the glamor also wears a ruby that mantains the spell.
A Feast for Crows
A Dance with Dragons
The spell is made of shaddow and suggestion. Men see what they expect to see.
Glamor, seeming, illusion. R'hllor is Lord of Light, Jon Snow, and it is given to his servants to weave with it, as others weave with thread.
The bones remember. The strongest glamors are built of such things. A dead man's boots, a hank of hair, a bag of fingerbones. With whispered words and prayer, a man's shadow can be drawn forth from such and draped about another like a cloak. The wearer's essence does not change, only his seeming.