Designer Brands “i design me” 2025 Campaign
Championing Talent from Australia & New Zealand.
From Melbourne to Auckland, DB Cosmetics left no stone unturned in its quest to find real people with real stories - ensuring that their 2025 campaign truly reflects the diverse spirit of our trans-Tasman community.
We’re proud to share a behind-the-scenes look at our latest collaboration with Designer Brands (DB) Cosmetics and Total Beauty Network - the “i design me” 2025 Campaign. This project brought together diverse talents from both Australia and New Zealand, reflecting DB’s commitment to championing authentic voices and real-life stories.
The Search for Fresh Faces
For 2025, DB Cosmetics set out to find eight unique individuals who embody the brand’s accessible, cruelty-free, and vegan-friendly ethos. The search spanned both sides of the Tasman:
• Australia: In partnership with ICON Management, DB hosted the Unsigned Model Search in Brisbane, Sydney, and Melbourne.
• New Zealand: For the very first time, DB joined forces with Red 11 Modelling Agency at Westfield Albany in Auckland, discovering the campaign’s first-ever NZ talent.
The result was a collection of eight extraordinary people who truly represent the DB community, each bringing their own passion and story to the campaign.
Meet the 8 Faces
1. Meghna – A law student and musician.
2. Ebba – A Swedish author.
3. Alicia – Director of a construction company and a fashion designer.
4. Alley – A proud transgender woman, flight attendant, and nurse.
5. Stephanie – A New Zealand rail engineer.
6. Eden – A New Zealand electrician.
7. Rochelle – A gourmet chef.
8. Mikaela – A support worker and advocate for endometriosis.
Each of these remarkable individuals brings a new perspective on confidence, creativity, and the power of self-expression—truly reflecting DB’s mission to help everyone design the best version of themselves.
The shoot took place at the legendary SUN Studios in Melbourne, providing the perfect backdrop for a campaign all about bold visions and big dreams. The day was filled with energy, excitement, and collaboration.
Key Contributors:
• Shot / Directed: Anniss+Barton
• Makeup Director: Shev Kelly
• Hair & MUA Assistant: Kahlii Morrison
• Fashion Styling: Virginia Dowzer
• Video: Chris Bennet
• Talent: Represented by ICON Management
• Production: Gorilla Productions
We also want to give a special shout-out to the dedicated teams at:
• Designer Brands (Total Beauty Network): Katrina, Lydia, and Josie
• Effie&Co: Effie, Stephanie, and Lucy
The Vision & Execution
Designer Brands has always been about inclusive beauty—celebrating individuality through top-quality products that are both cruelty-free and vegan-friendly. We wanted our creative direction to stay true to these values, focusing on diverse representation and genuine self-expression.
• Authentic Styling: Each of the eight faces was encouraged to showcase their natural look, choosing products that highlighted their unique features.
• Dynamic Poses & Movement: Allowing the talent to move freely in front of the camera gave us candid, personality-filled shots.
• Community & Collaboration: From stylists to producers, every member of the crew contributed to an atmosphere of warmth and support.
What Makes “i design me” Special?
This campaign marks the first time DB Cosmetics has expanded its cast search beyond Australia, welcoming two incredible women from New Zealand. With a truly trans-Tasman presence, the “i design me” 2025 Campaign stands as a testament to DB’s ongoing evolution—a brand that listens to its community and adapts to celebrate the breadth of human experience.
The Final Reveal
From group portraits to close-up beauty shots, the imagery captures a spirit of authenticity and excitement. Each photograph celebrates the personal journeys of these eight extraordinary talents while showcasing how DB’s product range can empower anyone to feel confident in their own skin.
From left to right:. Meghna – A law student and musician. Ebba – A Swedish author. Alicia – Director of a construction company and a fashion designer. Alley – A proud transgender woman, flight attendant, and nurse. Stephanie – A New Zealand rail engineer. Eden – A New Zealand electrician. Rochelle – A gourmet chef. Mikaela – A support worker and advocate for endometriosis.
Want to see more?
Head to the Designer Brands website or check out their LinkedIn post for the full rundown on the “i design me” 2025 Campaign.
Looking Ahead to 2025
As we move into the new year, we can’t wait to see how this campaign resonates with beauty enthusiasts across Australia, New Zealand, and beyond. It’s been a privilege to collaborate with such an inspiring group of individuals and creative professionals—all united by a passion for empowering people to design their own paths.
Here’s to more boundary-pushing projects, meaningful collaborations, and authentic storytelling in 2025.
Want to see more?
Head to the Designer Brands website or check out their LinkedIn post for the full rundown on the “i design me” 2025 Campaign.
Looking Ahead to 2025
As we move into the new year, we can’t wait to see how this campaign resonates with beauty enthusiasts across Australia, New Zealand, and beyond. It’s been a privilege to collaborate with such an inspiring group of individuals and creative professionals—all united by a passion for empowering people to design their own paths.
Here’s to more boundary-pushing projects, meaningful collaborations, and authentic storytelling in 2025. About Anniss+Barton
At Anniss+Barton, we’re committed to crafting visual narratives that spotlight the unique stories of brands and individuals alike. If you’re ready to bring your own creative vision to life, we’d love to hear from you.
📩 Ready to collaborate? email here