At NYFW this season, M·A·C challenged the beauty playbook by empowering artists and individuals to co-create culturally rich identities. With the skincare market projected to hit $207 billion by 2026, the brand assembled a powerhouse team of makeup experts to strategize their product innovation debut.

M·A·C Cosmetics approached Ann Gior to join this team, collaborating with industry leader Romero Jennings to execute disruptive looks and showcase products through innovative content creation.

Make-up: @anngior using @maccosmetics

THE VISION: AN STRATEGIC FUSION

Raúl López, the visionary behind Luar, stole the spotlight at NYFW with his M·A·C collaboration, “Calle pero elegante,” celebrated as the season’s most talked-about show. With icons like Beyoncé and Madonna gracing the front row of his shows, his vision shaped the runway into a dreamscape.

Romero Jennings, M·A·C’s Director of Makeup Artistry, reimagined the ‘90s spirit for Luar’s collection with an innovative alien twist. As part of his team, I contributed to creating holographic skin with M·A·C's Serumizer and sharp, Pamela Anderson-inspired brows, enhanced by punk-infused Swarovski crystal lashes.

M·A·C COSMETICS TREND MOODBOARD: LUAR FW23

Inspired by Luar's mantra "Calle pero elegante," I conceptualized a trend-setting series of moodboards that resonate with M·A·C's mission to inspire the next wave of artists and innovators. This forward-thinking resource emphasizes the fusion of ‘90s rebellion with punk-inspired aesthetics, challenging the audience to rethink their relationship with beauty.

M·A·C COSMETICS CONTENT CREATION: LUAR FW23

Make-up: @anngior using @maccosmetics BTS photo: Isidore Montage

Photo/Digital retouch: @anngior

Make-up: @anngior using @maccosmetics BTS Photo Maxwell Vice

Photo/Digital retouch: @anngior

Creative Direction: @raulzepol Art Direction: @le.gui Styling: @kyleluu Hair: @evaniefrausto Make-up: @romerojennings Nails: @naominailsnyc Show Design: @andorforever Music: @gatekeeper__ Casting: @brent_chua Choreography: @jerome__ab Runway Production: @leo__becerra

According to insights shared by the New York Times, the LUAR FW23 collection transcended mere fashion to emerge as a cultural statement, redefining conventional notions of wealth and elegance. By emphasizing evolving signifiers of luxury, it democratizes fashion, making it accessible to diverse cultural backgrounds. López’s designs embody a vision of fashion as generational wealth signaling for all, inviting conversations about societal values and aspirations.

THE LOOKS: LUAR FW23

DECODING THE FRONT ROW CUSTOMER ID

I delved into M·A·C's essence for Luar FW23, exploring what front-row audiences aspire to. Through in-depth trend analysis, I identified their desire for authentic beauty that resonates with their identities—multipurpose products that empower busy women to redefine beauty on their own terms. The Serumizer’s debut positioned M·A·C as a true game changer.

M·A·C’S ONLYNESS STATEMENT

In creating content for M·A·C’s new product launch, I showcased the essence of their diverse range of innovative travel-sized products, designed for dynamic women on the go seeking multi-faceted skincare solutions without the prep. The Serumizer launch at Luar FW23 set a precedent: beauty can be innovative, bold, and business-savvy all at once.

By Ann Gior Makeup Artist & Brand Consultant

Ann is passionate about the fashion industry and loves to create content, both written and visual. With a focus on merging artistry and strategy, she collaborates with top fashion brands like M·A·C Cosmetics to bring visionary concepts to life. Ann thrives on transforming runway looks into powerful visual narratives, shaping the future of beauty and fashion in the digital world.