Jaclyn Basile - PS25 Beauty 'Most Coveted'

PS25 Beauty 'Most Coveted'

Overview

'Most Coveted' extends the season’s fashion narrative into the world of beauty - capturing tactile intimacy, light, and surface through a close, considered gaze. The imagery highlights the icons of the season across makeup, skincare, and tools - products designed to be desired, collected, and worn with ease.

Concept

Building on the PS25 fashion direction - a study in touch, texture, and desire - the beauty story brings that sensibility into the personal space of ritual and self-expression. Each image draws the viewer closer, focusing on material detail and sensory richness: the curve of a lipstick, the sheen of serum, the warmth of skin in light.

Guided by quarterly brand priorities, the series spotlights moments such as Beauty Brunch, National Lipstick Day, and a skincare refresh, re-interpreted through an editorial lens. The visual language is minimal yet indulgent - neutral backdrops, sculptural light, and refined texture creating continuity with the fashion campaign while allowing beauty to stand apart as its own object of desire.

Moodboard

The result is a cohesive beauty narrative that feels intimate, aspirational, and tactile — translating the season’s most coveted icons into a sensory dialogue between product and viewer.

Campaign