Beauty Trends: AVON Winter 2018 Edit by Rankin & The Full Service
Discover AVON‘s Winter 2018 advertising campaign featuring models Ellen and Maisie at Profile, Leilli at Nevs, and Maria at The Hive captured by London based fashion photographer Rankin. In charge of styling was Kim Howells, with creative direction from Russell Weaver, and beauty by hair stylist Nick Irwin, makeup artist Marco Antonio, and manicurist Jess Thompson. For their Winter 2018 collection AVON features four high fashion looks, shot as unique portraits, named: Molten Metals, Fired Up, Go Galactic and Divine Dream. The looks are inspired by the Fall Winter 2018.19 season’s runway trends.
“I was really inspired by AVON’s mission to democratise beauty and fashiontrends, because for me I really believe in fashion and beauty for all, I don’t believe in it being for a select group of people. I’ve always been more comfortable being a beauty photographer, and I started challenging the beauty norms back in the mid 90s through who we chose to shoot, and I love projects like this that are about making people feel confident and empowered, and this feels like a really great extension of what I do normally. One of AVON’s objectives is to change the way they react to trends and that was exciting for me, as when we executed this campaign I think I brought an edginess to the aesthetic of it to push the audience a little bit more, and I think the power of it is within that.
I’m very much about the audience and AVON’s reach is unbelievable; they’ve been around for 130 years, developing products, empowering women and their ambassadors, and allowing them to become their own entrepreneurs. We talk about influencers in this world we live in now, and this is something they’ve been doing right from the beginning. AVON’s social media was their AVON Representatives going out and talking to their friends and I think that’s a proper social movement. I’m excited to work with a brand like that because to me, they have such an amazing connection with their audience and there’s an authenticity to it.” – Rankin
Advertising Agency: The Full Service – www.thefullservice.co.uk
Director: Rankin – rankin.co.uk
Creative Director: Russell Weaver, Creative: Julia Salotti
Producer: Joshua Parsons, Production Company: Rankin Photography
Dop: Marcus Domleo
Hair: Nick Irwin, Hair Assistant: Linus Johansson, Hair Assistant: Ellie Bond
Makeup: Marco Antonio, Makeup Assistant: Massami, Makeup Assistant: Dorota, Makeup Assistant: Ceci
Manicurist: Jess Thompson, Manicurist Assistant: Keziah Stylist: Kim Howells
Stylist: Kim Howells, Styling Assistant: Emi Papanikola, Styling Assistant: Chantal Des Vignes
Models: Ellen at Profile, Maisie at Profile, Leilli at Nevs, Maria at The Hive
Background Talent: Bluebell at Profile, Emily at Imm, Elina at Profile, Beverley at Zone, Eleanor at Profile, Paris at Profile, Oliver at Profile, Yemi at Profile, Kyle at Profile