The Return of Couture Hair & Makeup: Why Beauty Looks Are Getting Sculptural
Pat McGrath Work | Photo © Gamma-Rapho via Getty Images
For years, beauty has been about simplicity. Flawless skin, dewy highlights, natural brows, this has been the mantra of many runway shows. But a subtle shift is occurring: beauty is becoming more sculptural, more creative, and more theatrical. With couture hair and makeup making a strong comeback, in today’s fashion, beauty doesn’t follow, it leads, amplifying the narrative in every look.
The Golden Age of Sculptural Beauty
Sculptural beauty has always been present in high fashion, but it’s only recently that it’s returned to the forefront. Think back to the dramatic looks of the 1980s and early 2000s: exaggerated eyeshadow, intricate hair sculptures, and avant-garde makeup. These looks were about storytelling and identity, not just enhancement.
Today, designers and makeup artists are taking cues from those early days, but with a modern twist. Instead of merely accessorizing the face, beauty is becoming a statement of artistic expression. It's about amplifying the vision of the designer and telling a story through exaggerated and creative beauty techniques.
Designers and Makeup Artists Who Are Leading the Charge
Giorgio Armani Beauty – Under the creative direction of Linda Cantello, Giorgio Armani has embraced sculptural beauty with bold brows, dramatic lips, and sharp cheekbones.
Pat McGrath – Known for her extravagant makeup looks, McGrath has been instrumental in bringing couture beauty back to the runway, from gilded face adornments to intricate, artistic eyeshadow.
Jean-Paul Gaultier – The designer’s shows are notorious for pushing the boundaries of beauty. Models often sport avant-garde hairstyles and dramatic, sculptural makeup that accentuates the themes of his collections.
Fendi – Fendi’s runway shows, particularly under the direction of makeup artist Peter Philips, have embraced bold beauty looks, with models sporting slicked-back hair and sculpted, edgy makeup.
Beauty as Art
The resurgence of sculptural beauty is part of a larger trend in fashion: the idea that beauty is no longer about looking good, it’s about making an artistic statement. It’s about experimenting with materials, textures, and forms to create something that feels new, exciting, and expressive. Whether it’s through hair sculptures, painted faces, or avant-garde makeup techniques, beauty is reclaiming its place as an art form in its own right.
Closing Thought
Hair and makeup in couture are no longer decorative, they are about narrative, transformation, and identity. As designers and makeup artists continue to experiment with form, beauty will become an even more powerful tool for storytelling, taking us beyond the conventional to a world of limitless creativity.
Pat McGrath Work | Photos below via © Gamma-Rapho via Getty Images
