Concept, Creative Direction & Casting: Anouk Jans

Photography: Anna Daki

Film & Music: Yannick Müller

Styling: Camille Franke

H&M: Loni Baur


Putting a spotlight on the people who are redefining our definition of beauty

a BYUS production

Our project „Beauteous“ began with the wish to acknowledge the boldness and the authenticity of talents who are changing the fashion and beauty industry with their looks, their distinctive features and their „flaws“. Anna and I wanted to create this portrait series to say thank you to the muses that stimulate imagination and inspire us to think outside the box and to put a spotlight on characters that expand the definition of beauty and make room for characteristics society still – no matter the progress – perceives as „weird“, „abnormal“ and even „ugly“. With „Beauteous“ we want to celebrate beauty in every way possible. It’s a project about questioning the word „beautiful“ and its meaning as well as celebrating the people who are redefining our definition of the word itself.

„Beauty is, of course, cultural. What one community admires may leave another group of people cold or even repulsed. What one individual finds irresistible elicits a shrug from another. Beauty is personal. But it’s also universal. We have become more accepting because people have demanded it, protested for it, and used the bully pulpit of social media to shame beauty’s gatekeepers into opening the doors wider.“ („The idea of beauty is always shifting“ – National Geographic)