The Joe Fresh girl cuts off all her hair and goes rocker chic for Fall 2013

See the full backstage gallery from Joe Fresh Fall 2013 »

There’s always been a pretty predictable pattern to the beauty for Joe Fresh: clean faces, rosy cheeks, a poppy lip and straight, simple hair—usually pulled back into a low ponytail. It’s a beauty routine that plays into the mass appeal of the brand, while also literally playing into the “Fresh” part of the Joe Fresh name.

For Fall 2013, however, the beauty was dictated by that other thing Joe Fresh is known for: being right-to-the-minute on-trend. As such, the cute ponytails were kicked to the curb in favour of punk-inspired cropped cuts. After all, with Marc Jacobs and Louis Vuitton covering up models’ hair with dark brown wigs and brands like Dior, Chanel and Givenchy all embracing short hair this season, it really is the time to cut it all off.

“We went with a French pixie with a boyish twist,” explained Redken lead stylist Jorge Joao. “It’s a piecey […] boyish type of feel; like the girl who just got on her scooter and went to the market.” Joao worked with Joe Mimran to find a dark wig in the right style and then further tweaked it to make the look work. Which meant that the scissors were out in full force backstage, grooming each wig to suit the model below it. Texture was the main goal when styling: “It’s got the piecey-ness in the back and it’s just soft.”

Makeup was also punk-infused, with Grace Lee, Maybelline New York lead makeup artist, darkening eyebrows to match the wigs and giving models a rocker chic look. “Like she is a rocker, but she’s cool. She’s not a poor rocker, that’s for sure. She has a lot of money,” Lee (somewhat) joked about the look.

The main focus of the makeup was black eyeliner—though not done in a traditional cat-eye shape: “It’s almost like she’s been doing her eyeliner herself with a little bit of a flare on the end. So it kind of goes up so it gives that really nice feel.” Lee used the Maybelline Eye Studio Master Drama eye pencil first and then followed it with a coat of the Master Duo liquid liner “ because it has a patent leather finish so it’s going to look semi-wet.”

Furthering the rock and roll look were custom tattoos of French expressions, drawn by hand on each model’s arm with black ink. And while nails were painted in pale-pink Maybelline Colour Show Nail Lacquer in “Born With It,” Mimran seemed to second guess it moments before the show began. “I thought I asked for orange [polish]?” he asked while inspecting a manicure. It seems like we’ll have to wait until next season to see the Joe Fresh signature colour on nails.

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