Up Close, a new editorial project created at GRÉGOIRE Studios, inspired by club culture aesthetics, 90s nostalgia, and intimacy, explores a direction in which beauty becomes more expressive, more personal, and less controlled.

The series captures imperfection, energy, and individuality that are beginning to redefine the way we perceive contemporary aesthetics.

How do we feel about the fading of the “clean girl aesthetic” and what kind of beauty might take its place?

The “clean girl” aesthetic offered a very curated look, but often lacked drama, narrative, and vibrancy.

From a marketing perspective, now is the time to embrace maximalism, individuality, and imperfection. Consumers are seeking depth, bold choices, and expressive styles. Brands should prepare to highlight eccentricity and authenticity in their campaigns. Today’s audience values fantasy and self-expression over mere functionality, and wants to be seen as vibrant and unique.

Let the “clean girl” trend recede. The future of beauty will be defined by personality and self-invention, marking an exciting new chapter for the industry.

Is imperfection beginning to redefine what we aspire to in beauty and fashion?

Imperfection is gaining prominence. Flaws are now at the forefront. Freckles, frizz, and uneven liner are becoming aspirational, while the airbrushed ideal is losing influence.

In beauty and fashion, authenticity resonates with consumers. Individual quirks are valued, and honesty is preferred over perfection. Imperfection is accepted and celebrated, signaling a shift in industry aspirations.

Are we seeing a return to messier, more expressive styles after years of polished restraint?

This shift is evident across the industry. Years of polished restraint, slick buns, and minimalist faces are giving way to styles that are looser, bolder, and more personal. Smudged eyeliner, tousled hair, and mismatched colors reflect the growing embrace of imperfection.

Expression is now considered a new form of luxury, emphasizing energy, attitude, and individuality. The look is spontaneous, sometimes chaotic, but always authentic. After a period of restraint, this return to messiness feels bold and liberating. The focus has shifted from perfection to a sense of vitality.

Produced by: Ana Petrișor, Creative Director @ GRÉGOIRE

Model: Cristiana Meroșu, Urbanik Models

Location: GRÉGOIRE Studios