Craig McDean Flashes Kris, Marjan, Sora in 'On the Line' for Zara Beauty

Zara is making a big splash in the beauty business, working with British makeup artist Diane Kendal. Currently living in New York City, Kendal is the beauty product consultant and makeup artist for Marc Jacobs Beauty, and has developed product lines for Calvin Klein Cosmetics. She is also favored by Poenza Schouler, Tory Burch and Tom Ford.

Zara Beauty launched globally last Wednesday with its own beauty-specific in-store presentation. According to Zara beauty director Eva Lopez, the goal for the brand was simple: inclusivity. “Our ambition was to create a collection that anyone, regardless of gender, skin color, age, or personal style will want to use,” she says. “Somebody that wants a classic, softer makeup look can find their products, and somebody that’s more experimental can find the colors they need to create that, too,” continues Kendal, adding “we wanted to appeal to everybody.”

A stable of big-name photographers is getting the Zara Beauty project off the ground. In this campaign, Craig McDean turns his focus on Kristina Grikaite, Marjan Jonkman and Sora Choi for the “experimental” Zara Beauty customer with ‘On the Line’ eye makeup. Fabien Baron is in charge of creative direction, and photographer Raymond Meier the still lifes, with hair by Eugene Souleiman. Makeup is — of course — Zara Beauty by Diane Kendal.