Review of Hatice Schmidt Lipstick Ad Campaign by Creative Director Hatice Schmidt with Photographer Karl Felix
Hatice Schmidt blurs rawness and refinement in the new ad campaign for her latest matte lipstick collection, shot by photographer Karl Felix.
Schmidt’s makeup looks balance softness and edge, leaning into the delicateness of the matte pink shades while subverting it through angularity and an aggressive lack of contouring. The styling team does great work to support this vision; chunky gold jewelry echoes the packaging of the lipstick itself while sculptural pink dresses extend the aesthetic of the makeup looks. The setting of an empty industrial warehouse space, meanwhile, lends a rawness that appropriately feels very Berlin.
Playing into contemporary and classic makeup trends while subverting them for a bold assertion of individual beauty, Hatice Schmidt shows how just a few carefully chosen styling elements can make a world of difference for conveying what can be particularly elusive for beauty ads – a strong sense of brand identity.
Hatice Schmidt Creative Director | Hatice Schmidt
Photographer | Karl Felix
Hair | Ruby Howes