The natural, normcore, "no make up" trend has been around for some time - but never before has it meant not wearing make up. Until now.
At the Marc Jacobs Spring/Summer 2015 show in New York, make up artist extraordinaire Francois Nars applied nothing to the models' faces. Not even a scrap of under-eye concealer or a quick coat of mascara. These girls were bare-faced and beautiful.
"Marc said, 'I feel like maybe they shouldn't have much make up,' and I went along and said, 'Maybe they shouldn't have any make up at all,'" Nars told The Cut backstage at the show.
Instead, the focus was on skincare.
"It's probably the only show in New York where we're not going to apply any make up," Nars explained to Fashionista. "Absolutely no make up whatsoever. Not one gram of make up. Only moisturizing lotion and that's it."
When one journalist asked if he was worried about dealing with a dark circles problem, Nars replied, "No, we love the under-eye circles!"
"We love the shine like you see on the nose, and around the eyes. It's real life," he added.
Who would have thought the bleary-eyed, shiny skin look would ever be on-trend?
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See all the highlights from the Marc Jacobs S/S 15 show below:
You'd think Mr Jacobs would have wanted to use his own make up line...