The New York Collection
fenty beauty
Project Overview
This was a creative concept I built exploring what a Fenty Beauty collection could look like if it was rooted in New York City energy. I used AI as a creative tool to help bring the idea to life, but the direction, naming, and storytelling were all intentional focused on culture, identity, and how beauty lives in real environments.
The New York Collection, imagines beauty through the lens of NYC neighborhoods, late nights, and everyday street culture. Each shade is tied to a specific place or feeling in the city.
This was about expanding how I think about campaigns, less about selling a product, more about building a world around it.
The Inspiration
The inspiration came straight from New York City and how different it feels depending on where you are in it.
Harlem felt like energy, history, and bold expression. SoHo felt clean, minimal, and fashion-forward. The city at night felt like contrast, glow, grit, movement, and stillness all at once.
I wanted to translate those real environments into beauty shades that feel lived-in, not just aesthetic. Everything in the collection is tied to that idea, different parts of the city showing up as color, texture, and attitude.
The Collection + Execution
The New York collection is built around NYC-inspired shades that reflect different neighborhoods and moods:
Harlem Bodega – a warm, rich tone inspired by corner stores, culture, and everyday Harlem energy
Carbon Red – a deep, bold red that reflects the intensity and confidence of NYC at night
SoHo Nude – a clean, effortless nude inspired by downtown minimal style and street fashion
The real focus was on creative storytelling, naming, tone, and how each shade connects back to a specific NYC feeling.
The end result is a conceptual campaign that shows how I think through beauty branding: starting with culture, building narrative first, and then letting visuals follow.
