Riding a wave that started cresting with #nomakeupselfie, the move towards less makeup, and being okay with it, has been growing for a while.

During NYFW, we saw quite a few brands lighten up and yeah, while New York usually keeps it on the downlow makeup wise when it comes to beauty looks, Marc Jacobs threw out the rule book entirely with last week’s show, the concept of which was, erm, designed by Francois Nars. No makeup at all graced the faces of his A-list lineup. Unusual? Hell yeah.

Marc Jacobs SS15

Brave or otherwise, you decide; but as both helm big beauty brands, it’s an interesting move let models walk entirely beauty bereft. “It’s probably the only show in New York where we’re not going to apply any makeup. Absolutely no makeup whatsoever. Not one gram of makeup. Only moisturising lotion and that’s it,” is what Francois Nars said of the look.

Hilary Rhoda for Marc Jacobs SS15

It did, in fact, feature wigs, and newer names like Kendall Jenner walked with old hands like Hilary Rhoda (above), wearing nowt but sharply shorn Joey Ramone-inspired black ‘dos complete with blunt cut fringes.

Nars did let slip that while covering dark circles and blotting sine is O.U.T, he’ll let you away with a bit of concealer if you’ve got a particularly persistent zit. Phewsies.

Pics: Marc Jacobs Instagram.