The core idea was to frame the catwalk with four huge, almost transparent gauze screens used as projection surfaces.

As 24 models presented the key looks, the media design abstracted and recomposed eyes, mouths and facial close-ups into artistic imagery that seemed to hover beyond life-size in the air above and around the runway.

Through precise synchronization of projection content, light and music, the fashion show became a layered visual field where color, texture and movement translated the brand message “Make It Happen” into a living scenography.

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For guests at the Brandenburg Gate, the runway did not end at the catwalk edge.

As the models walked, transparent screens wrapped the space in shifting compositions of faces, colors and graphic elements, so the audience sat literally inside a moving moodboard of Maybelline looks.

The interplay of live performance, media imagery and music created a concise, 15-minute experience that felt both like a fashion show and an audiovisual statement about the brand’s new direction.

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The task was to give “Make It Happen” a spatial form that felt more professional and future-facing than previous campaign appearances.

Instead of focusing on products alone, the show had to foreground Maybelline’s role as trend leader, visualize the key looks for the year, and place them in a fashion context that would resonate with press, influencers and trade visitors.

The challenge lay in making makeup itself the protagonist of the evening while keeping the event accessible to a broad Fashion Week audience and aligned with the international brand image.

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