MERIT Beauty
MERIT Winter 2025
Brand
ProjectMERIT Winter 2025
Date
Nov 2025
Description
MERIT Beauty presents the Winter 2025 campaign, featuring model Jiayun Xie in a series of intimate, minimalist portraits. Photographed by Jen Carey, the project leans into a refined, clean aesthetic that prioritizes natural makeup application and soft, directional lighting. Fashion editor and stylist Dianna Lunt anchors the visuals with a selection of structured outerwear and textured fabrics. Working alongside hair stylist Kiyonori Sudo and makeup artist Chiho Omae, the team produces a consistent, high-contrast look that bridges commercial beauty photography with editorial sensibility, utilizing moody chiaroscuro techniques.
Style
Vertical, Commercial, Clean
Industries
Cosmetics
Color
Medium Grey
Background
Black Seamless
Context
Advertising Campaign
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