Ter Jules (Yulia Tereshchuk) is a Fashion & Beauty marketing specialist whose work bridges styling, branding, and content strategy. Her portfolio includes high-profile projects such as styling the Vanguard Magazine cover, leading the Beauty Blender x Halkin Bags campaign, and curating the Valentine’s Day shoot for Mandarin Oriental, New York.
With features in Harper’s Bazaar, Flannel, and other renowned publications, Ter Jules continues to shape the industry with her innovative and artistic approach.
In this interview, we discuss her journey, creative process, and the future of Fashion & Beauty marketing in 2025.
Your journey in the fashion and beauty industry has been remarkable. You’ve built a name for yourself not just as a stylist but as a marketing expert who understands the power of visual storytelling. What led you to this career, and how did your passion for styling evolve into a full-fledged marketing strategy?
My passion for fashion, art, and design history has shaped my career from the very beginning. I earned a bachelor’s degree in Social and Cultural Management with a specialization in the modeling business in Kyiv, where I deeply explored the creative and strategic aspects of the industry. I started in the beauty industry, working with leading cosmetic
brands and spa companies, developing marketing campaigns and styling product shoots. Over time, I realized that strong branding isn’t just about visuals—it’s about storytelling.
Moving to New York, the global fashion capital, was a turning
point. Inspired by its energy, I expanded my work into fashion styling and high-profile collaborations, working with renowned photographers, agencies, and talents. The transition wasn’t easy, especially given that my relocation was influenced by the war in Ukraine, but my background and international network helped me establish myself in the industry.
Today, I merge beauty and fashion marketing, bringing a strategic and creative approach to branding. My work isn’t just about
style—it’s about crafting compelling narratives that elevate brands and create real impact.
You were the lead stylist for the Vanguard Magazine cover, which premiered in January 2025. How did you approach creating the visual identity for such a high-profile project?
Working on this cover was an incredible experience, both creatively and symbolically. The project, in collaboration with 917 Agency, was dedicated to female strength and energy, showcasing women who have made significant achievements in the industry. From the very beginning, we wanted to highlight that women are powerful, capable of everything, and can take on roles traditionally perceived as masculine-while still embracing their femininity.
This concept was deeply reflected in my styling. Some looks incorporated elements of menswear-structured silhouettes, ties, crisp white shirts— bringing a sense of authority and strength, while at the same time maintaining elegance and sophistica-tion. The black-and-white palette emphasized contrast, making each detail stand out with precision. In other looks, I aimed to capture the delicate, feminine essence, portraying our model as a flourishing green tree amidst the concrete jungle, symbolizing the modern woman in an urban world.
The shoot took place at JFK Airport, a location that perfectly matched our vision and aesthetic. We were honored to collaborate with prestigious brands like Zimmermann and Christopher Esber, who supported our concept and helped bring it to life. This project was months in the making, and its impact goes beyond fashion— it tells a story of strength, resilience, and beauty in all its forms.
One of your most talked-about projects was the Beauty Blender x Halkin Bags collaboration, where your creative vision played a key role in its success. Can you take us behind the scenes of this campaign? How did your styling contribute to making it such a bit?
This project was an exciting challenge. In 2024, I worked as the stylist for the Beauty Blender x Halkin Bags collaboration, a unique partnership between two major brands-one specializing in beauty tools, the other in stylish, functional bags for urban life. My role was to visually merge their aesthetics while embodying the energy and fast-paced rhythm of New York City.
The campaign’s concept centered around a modern, dynamic woman-someone constantly on the go, transitioning effortlessly between roles, from business to beauty, from day to night.
Through styling, I emphasized this versatility by incorporating sleek, city-chic looks that blended high fashion with everyday functionality, ensuring that the campaign felt authentic yet aspirational.
Seeing the final result-our visuals displayed across You Tube, Facebook, Google Ads, and even outdoor billboards-was incredibly rewarding. More than just an ad, it became a viral sensation, resonating with the audience and driving sales up significantly. This project proved how the right styling and storytelling can turn a marketing campaign into a movement.
Your Valentine’s Day shoot for Mandarin Oriental, New York was a perfect blend of luxury branding and cinematic storytelling. What was the concept behind the shoot, and how did your styling bring this vision to life?
For a project like this, styling is more than just fashion—it’s storytelling. The concept was to create a cinematic love story set in the heart of New York, capturing the essence of romance, elegance, and the timeless luxury of Mandarin Oriental.
I approached styling with a film-inspired perspective, ensuring that every look felt like a moment from a classic romance movie.
The wardrobe reflected both the sophistication of the hotel and the deep emotions of the couple’s journey, blending structured elegance with soft, romantic elements.
Beyond aesthetics, I also considered the marketing strategy of Mandarin Oriental, aligning the visual language with the hotel’s brand identity and target audience. The final result was a beautifully composed visual campaign that felt immersive, cine-matic, and emotionally resonant-perfectly capturing the spirit of Valentine’s Day.
Looking ahead to 2025 and beyond, what trends do you see dominating the Fashion & Beauty marketing space?
The biggest shift in beauty marketing for 2025 is the move towards authenticity. Consumers are tired of overly polished, perfectly curated content. Instead of striving for unattainable perfection, brands need to focus on realness, raw beauty, and unfiltered storytelling.
In terms of styling, 2025 will continue the rise of aesthetic sub-cultures, with trends like Office-core, Doll-core, and more niche, personality-driven aesthetics taking center stage.
The most important marketing trend is that brands need to become their customers’ best friends. The era of perfectly staged, hyper-curated campaigns is fading. Instead, brands should focus on bringing real emotions, raw aesthetics, and storytelling that feels natural and effortless.
People are overwhelmed by over-saturated, algorithm-driven content, and they’re craving a return to something real, something that feels like home. The brands that will thrive in 2025 will be those that strip away the artificial layers and create experiences that feel honest, fresh, and deeply personal.
