ART DIRECTION
Fashion and beauty through art direction and illustration
Work spanning fashion and beauty, from traditional art direction to fully authored visual studies.
Earlier projects were developed through collaboration — directing photographers, illustrators, and production teams to shape brand campaigns and editorial imagery. More recent work moves closer to the hand, translating objects and garments directly through line, where concept and execution converge.
Across both, the focus remains the same: bringing product, form, and material into a more human, intimate register through fashion illustration and visual direction.
Directed Work
Campaign and brand work developed through collaboration and production
High-performance skincare, seen through surface and texture
LAB SERIES Skincare for men
Pigment, movement, and the way color holds on the skin
e.l.f. beauty
Authored Studies
Self-directed work where concept and execution are inseparablE
The shape of the shoe, reduced to what makes it instantly recognizable
Maison Margiela — Tabi
Crochet, repetition, the way the piece holds together through the hand
Dujancourt — AW25
The work moves between directing image and making it, but the intention remains constant: translating form into felt presence.
For collaboration inquiries: me@ioanafriedman.com →