Celebrity makeup artist Daniel Martin redefined runway beauty at the 2025 SCAD Fashion Show, held on May 16 at the Savannah College of Art and Design’s (SCAD) Atlanta campus. As the event’s creative director for makeup, Martin was tasked with orchestrating beauty looks for 111 models presenting 170 fashion designs. The showcase, featuring work from 53 senior and graduate students, became a visually stunning testament to the intersection of beauty and design innovation.
Martin’s theme for the event was “embellishment”—a concept that encouraged makeup to transcend its traditional function and become a pivotal accessory. His avant-garde vision materialized through bold smoky eyes, strategically placed crystal accents, dramatic lashes, and statement lips. Each look was meticulously tailored to complement the individuality of the fashion pieces, adding layers of visual narrative to the garments.
A Visionary Collaboration
Instead of applying makeup in a standardized fashion, Martin approached the runway as an evolving canvas. “It’s not just about beauty—it’s about using makeup to enhance storytelling,” he explained. Martin’s inspiration drew heavily from iconic fashion eras, such as the sultry aesthetics of Tom Ford’s late 1990s Gucci collections. His execution featured shimmering embellishments, metallic shadows, and vivid lash lines layered over fresh, dewy skin—ideal for Atlanta’s humid climate.
Assisting Martin backstage was a team of 30 makeup artists, which included SCAD students like Ella Kosman, a senior in the Business of Beauty and Fragrance program. Kosman described the experience as a “dream come true,” praising the collaborative atmosphere and Martin’s nurturing mentorship. “It felt like we were creating art, not just makeup,” she shared.
Bridging Fashion and Beauty Education
The partnership between Martin and SCAD underscores the university’s commitment to holistic design education. Since launching the Business of Beauty and Fragrance program in 2018, SCAD has rapidly grown its curriculum to include over 170 students focused on merging fashion, branding, and cosmetic innovation.
Meloney Moore, Associate Dean of the De Sole School of Business Innovation, emphasized the importance of consistency across design disciplines. “This show wasn’t just about fashion or beauty in isolation—it was about synergy,” Moore said. “Daniel Martin brought that vision full circle by aligning beauty direction with each student’s creative identity.”
Showcasing Student Ingenuity
Among the standout designers was fashion senior Jasmyne Bush, whose collection interpreted the seven deadly sins through theatrical costume design. Makeup played an essential role in her vision—”gluttony” was represented by excessive glimmer on the cheeks, while “vanity” boasted spider-like lashes and ornate ruff collars. “Daniel understood each of our characters,” Bush said. “He didn’t just enhance the clothes—he brought our stories to life.”
Another memorable collection explored futurism and environmental sustainability, with looks involving holographic eyeshadow and biodegradable glitter. These bold expressions of creativity reflected SCAD’s culture of experimentation and social awareness.
Real-World Industry Exposure
The SCAD Fashion Show serves as more than an academic showcase—it’s a platform for launching careers. The presence of an industry veteran like Martin offered students an unparalleled opportunity to gain real-world experience in a high-pressure, professional setting. From early-stage conceptual meetings to final runway execution, students were embedded in every step of the process.
Martin’s influence extended beyond beauty application; his mentorship and work ethic left an impression on the next generation of creatives. “Daniel reminded us that success in this industry is as much about collaboration and respect as it is about talent,” said Kosman.
A Creative Triumph
In its ambitious scale and imaginative execution, the 2025 SCAD Fashion Show highlighted the evolving dialogue between beauty and fashion. With 111 custom beauty looks and over 170 designs, the event was a celebration of student ingenuity, interdisciplinary collaboration, and the power of visual storytelling.
Martin’s contribution elevated the runway into a multisensory experience, making makeup not just an enhancement, but an essential part of the design language. As the models stepped into the spotlight, each one told a story—crafted with passion, adorned with artistry, and grounded in education.
