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I study the contemporary fashion market and analyze how brands position themselves amid constantly shifting beauty standards. My focus is to understand which strategies are truly working in 2026: is body positivity driving sales, or has the classic slim silhouette aesthetic reclaimed the spotlight?
In the 2010s, we witnessed the body positivity boom: Dove’s campaigns, Ashley Graham on Sports Illustrated, plus-size models on high-fashion runways. Back then, the slogan “every body is beautiful” was marketing gold. Today, in 2026, Vogue Business data shows a sharp swing back: 97.1% of runway looks are straight-size (US 0–4)
The full article on my blog https://yevga.com/blog/articles/bodyvs.html
The network for creativity
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One of my first identity projects from 2021. 🥹
SVNT was a skincare brand built around inclusivity, accessibility, and shaping the future of beauty. My goal was to reflect that through a futuristic but clean visual identity, keeping the system modern and simple while giving the brand room to celebrate individuality.
Looking back at this project four years later, it’s interesting to see what decisions still feel relevant to me today.
Do you ever revisit your early work and realize your design instincts were already there?
Curious - how did you approach making futuristic not feel cold, to keep the inclusivity/accessibility warm? The balance here is really nice.
What if a beauty ad was built entirely around color, texture, and movement?
I created this cinematic spec film for VIOLETTE_FR, exploring what a luxury beauty campaign could look like through an AI filmmaking workflow.
I wanted the products to feel more than just shown, I wanted them to feel experienced.
I focused on cinematic product shots, close-up beauty portraits, makeup application, colour, texture, and subtle model movement to make the film feel polished and editorial.
This was a great opportunity to explore AI filmmaking, creative direction, product storytelling, and commercial advertising in one project.
Created with Higgsfield and other AI filmmaking tools.
Nice campaign
Working on fresh social media designs for businesses and brands. Looking forward to helping more brands stand out! 🎨✨
