Photographer Elizaveta Porodina’s [IG] July 2022 image roadshow continues, with another fashion story for Zara Beauty. Last week it was Lindsay Wixson in the new Zara South 2022 campaign. Today Porodina rolls into Zara Beautywith ‘Surreal Summer’, a spectacular marrying of her always notable fashion model images with a tube of Zara Beauty mascara.

This is a perfect example of photography actually elevating the perception of the consumer product into the top-tier luxury league but with a Zara price tag. Zara has always supported fine photography but in the month of July, it feels they are pulling out all the stops.

Elizaveta Porodina teams up with Diane Kendal on makeup, making wall-worthy images with Ajok and Michelle. Wow. Wow. Wow. As AOC wrote last week, Zara is picking up the slack for cash-strapped fashion media with its commitment to stellar photography.

This is not a one off event. Zara has moved out into the fast lane here with the help of platinum-grade talent. As for Elizaveta Porodina [yes AOC is an Amazon affiliate but . . . ] you might want to buy her first book. ‘UNMASKED’.

We are primarily creatives and arty types on AOC. My crystal-ball instincts say we may be looking at a collector’s first-edition art book in the making. See book at end of post. ~ Anne