This beauty editorial traces the clean girl aesthetic at its most polished and unravels it. What begins as controlled, minimal, and impeccably curated gradually softens, slips, and transforms into a playful, 60s-inspired dream: graphic eyes, exaggerated lashes, and unapologetic expression.
Shot through a vintage lens, the story reinforces fashion’s most reliable truth: nothing is ever new, only reimagined. As the industry cycles forward, it inevitably loops back, borrowing from past eras to reshape the present.
We’re witnessing a shift: a new generation moving away from restraint and uniformity, embracing colour, individuality, and the charm of imperfection. The “clean girl” is loosening her grip. In her place emerges something more experimental, more referential, more alive.
Because beauty doesn’t move in straight lines, it spirals. And right now, it’s inviting us to smudge it, clash it, and have a little more fun again.
Words By Milan Reddy-Devlin
TEAM CREDITS
Photographer: Joseph Bishop
Model: Ilma Shahreen Amin @W Model Management
Makeup Artist: Milan Reddy-Devlin
Hair Stylist: Momoka Imura
Wardrobe Stylist: Agostinho Sousa Junior
Styling Assistant: India Chadwick
Styling Assistant: Isabel Smyth
Styling Assistant: Carl Awity
BTS Video/Photo: Hazel Hurley
Director of Photography: Jack Brazil
1st AD: Hana VK
Steadicam: Dan Lobo
Lighting Designer: Sid Maouche
Lighting Designer: Tal Lazar
Producer: ON SET Media
Creative Director: Gergana Georgieva
SOCIALS
Photographer: Joseph Bishop
https://www.instagram.com/joseph_bishop_studio
Model: Ilma Shahreen Amin @W Model Management
https://www.instagram.com/ilmashahrene
Makeup Artist: Milan Reddy-Devlin
https://www.instagram.com/milanreddydevlin
Hair Stylist: Momoka Imura
https://www.instagram.com/momoka_imura
Wardrobe Stylist: Agostinho Sousa Junior
https://www.instagram.com/agostinho_7
Styling Assistant: India Chadwick
https://www.instagram.com/indiachadwickkx
Styling Assistant: Isabel Smyth
https://www.instagram.com/izzy_smyth
Styling Assistant: Carl Awity
https://www.instagram.com/ckgwp
BTS Video/Photo: Hazel Hurley
https://www.instagram.com/hazel.hurley
Director of Photography: Jack Brazil
https://www.instagram.com/jackbrazilfilms
1st AD: Hana VK
https://www.instagram.com/hana.vk
Steadicam: Dan Lobo
Lighting Designer: Sid Maouche
Lighting Designer: Tal Lazar
Producer: ON SET Media
https://www.instagram.com/onsetmedia_
Creative Director: Gergana Georgieva