Rafat & Jaiye collections

Nubian Skin had built its identity around skin-tone lingerie and hosiery designed for women of color. As the brand expanded into color for the first time, the challenge was to introduce a new visual direction while maintaining the core identity and emotional connection the audience already associated with the brand.

Role

Led creative direction for the campaign across concept, visual identity, rollout and audience experience.

Approach

The campaign was designed to introduce color in a way that still felt unmistakably aligned with the brand. The creative direction focused on balancing softness, vibrancy and confidence, ensuring the collection felt elevated while remaining emotionally connected to Nubian Skin’s existing audience.

Rather than positioning color as a departure from the brand, the goal was to present it as a natural evolution of the brand’s identity.

Distinct visual directions were developed across talent to showcase different expressions of the collection — from softer, more classical imagery to bolder, statement-led styling — creating a campaign that felt visually dynamic while maintaining overall cohesion.

Execution

Directed campaign imagery and visual storytelling across photography, digital rollout and launch experience. Alongside the campaign, I led the creation of a VIP and influencer launch event in partnership with NARS Cosmetics, extending the campaign into a live environment and creating a more immersive audience experience around the collection launch.

Impact

Successfully introduced a new product direction while maintaining alignment with the brand’s existing identity, helping expand audience perception of the brand beyond its established nude-tone positioning. The integrated rollout across digital and live experience strengthened audience engagement and reinforced the launch as a significant evolution of the brand.