First there were wet look hairstyles at Christian Dior and Prada's Autumn/Winter 2013 shows. Then there was Beyonce's drenched curly crop for her duet with Jay Z at the Grammys. Now Lanvin's Spring/Summer 2014 ad campaign features models with, you guessed it, hair that's not been dried.
The fashion house has produced a mysterious video for the latest campaign, where models pose in iridescent dresses, barely-there makeup and almost-white, kind of soggy locks.
What does this mean? To anyone that hoped this trend might only last the one season, sorry. Wet look is here to stay - at least for spring.
Watch Lanvin's ad campaign in full below (and try and work out what the 'voice' is talking about...)
Not sure how to wear the trend? Here's some inspiration: