In stark contrast to the elegant simplicity that defined JW Anderson’s beauty last season, the autumn/winter 2024 runway took a surprising turn, casting a shadow over the once-celebrated aesthetic.

Viral make-up brand Merit, lauded for its effortless approach, was tasked with creating the look, but this time, simplicity came with a jarring twist: “Strong, tough beauty.”

Make-up artist Lynsey Alexander, in her pursuit of a statement look, transformed models into what she described as “powerful characters” with a bold, velvety red lip using Merit’s new Vermilion signature matte lipstick, currently enjoying a waitlist status. The contrast was deliberate, with Alexander explaining the duality of “subtle and loud looks.” When not adorned with the striking red mouth, models embraced the classic boyish JW Anderson style – emphasizing a handsome boy brow and luminous athletic skin, achieved through Merit’s Great Skin Serum and Minimalist Complexion Stick, along with Brow 1980 Mousse.