Mods, goths, new romantics. These subcultures originating from London and their decade-defining styles are the reason why the city has become known for its eclectic, bold and avant-garde fashion. Yes, even today’s Brits have an unrivaled ability to infuse their signature sense of humor into even the most timeless looks. This air of rebellion was in full force on the Spring/Summer 2025 runways at London Fashion Week, from Burberry’s trench coats and sequin slips to Ashley Williams’ childhood-inspired collection, complete with references to Paris Hilton from the early 2000s. And of course, runway beauty looks were along for the ride.
Maximalism came out in full force on runways like Chopova Lowena, where models wore color-blocked neon eyeshadow and lipstick and dozens of hair pins, while Chet Lo featured blue eyebrows and locks in his hair. But there were also a surprising number of soft, glamorous looks. Richard Quinn’s retro ’50s updos and Emilia Wickstead’s subtle contour makeup and floral headpieces are two examples.
Erdem’s Side Parted Deep Braids
A new way to wear an updo, Erdem’s show featured a sleek braid with a deep side part. Head stylist Adam Garland created the sophisticated look with the help of Authentic Beauty Concept products.
Simone Rocha’s ballet-inspired collection was filled with tulle, flowers, and a touch of flirtatious sensibility that has become part of the designer’s DNA. And of course, matching makeup. Lead artist Thomas de Kluyver used Dr. Barbara Sturm skincare and Byredo makeup to give models a slightly blurred blood red lip or black swan-like winged liner, while some wore masks made of carnations. For hair, some models’ tousled texture was accentuated with jeweled barrettes, while head stylist Cyndia created twisted braided hairstyles on others.
JW Anderson No-Makeup Matte Makeup
Amid the maximalist beauty looks on the LFW runway, no-makeup makeup still had its moments. But after seasons of glowing, lit-from-within skin, JW Anderson lead artist Lynsey Alexander perfected models’ complexions with MERIT products, including the Great Skin Priming Moisturizer and the Minimalist Perfecting Complexion Stick for a natural matte finish. Could this be the return of minimalist, shine-free makeup? Time will tell, but expect to see more on her social media in the coming months.
Chopova Lowena’s ravers
Face gems, neon eye paint, butterfly clips and studded scrunchies confirmed that maximalist hair and makeup are back on the menu after a few years of “clean girl” looks driving fashion trends. beauty. Chopova Lowena’s look inspired by Lauren Reynolds and Kiyoko Odo’s Y2K ravers may seem too extreme to wear all at once on a weekday, the eye and lip color blocking along with the placement of hair accessories provides plenty inspiration to take advantage of.
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