Alexis Bittar: Our Values Campaign
My role: Art Director (Image, Cooperate, Film, Digital)
The fashion industry has long upheld narrow, idealized standards of beauty of prioritizing perfection over authenticity and often excluding identities that don’t fit within traditional norms. Retouching, ageism, and lack of representation have created a visual language that feels increasingly disconnected from real people and lived experience.
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Built around vivid portraits, the campaign spotlighted individuals whose stories expanded the definition of beauty in contemporary fashion. Ericka Hart brought a powerful balance of resilience and vulnerability as a breast cancer survivor and advocate for racial and gender equity. Sylke Golding challenged industry norms by embodying confidence and elegance at every stage of life. Kiara Marshall redefined visibility through her presence as an amputee, emphasizing strength, movement, and self-expression.
Ecomm Imagery
Beauty is most powerful when it’s honest. As audiences demand greater authenticity and inclusivity, there’s an opportunity to shift from aspirational perfection to intentional representation and where identity, resilience, and individuality become the standard, not the exception.
Ecomm Jewelry
As Art Director of Alexis Bittar’s FW21 campaign, I led the visual execution of a narrative that challenged conventional beauty standards by centering authenticity, identity, and lived experience. The campaign translated the brand’s ethos into a bold visual language shifting the focus from perfection to presence.
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Together, these portraits elevated reality over retouching and narrative over superficial glam and positioning the campaign as a cultural statement that invites audiences to see strength in being fully seen.
Reach
