Hatice Schmidt

Jan 2025

The latest lipstick ad campaign for Hatice Schmidt masterfully navigates the intersection of cosmetics and high-fashion editorial. Under the visionary creative direction of Hatice Schmidt, this campaign leans into a strictly disciplined minimalist aesthetic, where the focus remains unwaveringly on the precision of cosmetic application and the architectural contours of the face. Photographer Karl Felix employs a sophisticated interplay of studio strobe and natural light to elevate each portrait, ensuring that the brand’s vibrant color palette—defined by rich reds and muted neutrals—pops against clean, neutral grey backgrounds. The imagery is marked by a deliberate choice of texture and form, featuring elements like slicked-back hair styled by Ruby Howes, organic gold jewelry, and draped pale pink fabrics that contrast beautifully against the sharp, graphic makeup details. By utilizing various techniques such as high-key lighting to emphasize skin texture, the campaign successfully positions the Hatice Schmidt identity as synonymous with refined, professional elegance. Each frame, from extreme close-up beauty portraits to stark industrial-set full-body shots, underscores a commitment to intentional composition. This commercial series does not merely showcase products; it constructs a visual language that celebrates precision, making it a compelling study in contemporary beauty marketing where every shadow, fabric fold, and perfectly lined lip contributes to a cohesive, high-fashion narrative.

Editorial, Vertical, Editorial, Vertical

Studio strobe

Cosmetics, Beauty