When Cara Delevingne stepped onto the fashion scene, the world appeared to unanimously lay down their tweezers to emulate the model's iconic thick luscious eyebrows. In fact, so popular has the so-called power brow become, that the sale of eyebrow pencils soared 42 per cent between 2013 and 2014.
But never one to follow the herd, Alexander McQueen is bucking the trend with its Spring Summer 2015 campaign, which sees model Karolin Wolter hark back to the 1930s with a fine drawn on arched brow.
Shot by David Sims, the theatrical shoot showcases the label's Japanese-influenced spring summer range, which mixed leather harnesses with chiffon skirts making for something of a subtly (or maybe not that subtle) erotic collection.
The glossy masks that models wore down the runway were only added to that theme, but they've been replaced in the campaign with the 30s-inspired make-up. Which, while still a statement, is probably easier to wear day-today than a rubber mask. Especially if you're wearing another risqué leather look from the collection.
Eyebrows aside, 2015 is set to be a big year for McQueen, with the opening of the much-anticipated Savage Beauty retrospective at the V&A in March.
This year will also mark the fifth anniversary of Lee McQueen's death, and no doubt the fashion industry and fans will be paying some (very stylish) tributes.