Frances Bean Cobain is also another Jacobs’ favourite, “I first met Frances Bean when she was two years old at a dinner with her mum, [Courtney] and Anna Sui.

“I have always wanted to work with Frances. Her beauty, uniqueness, and strength is something I have long admired and respected., Jacobs wrote on Instagram last year. She fronted his fashion campaign in 2017 featuring a famous billboard that Cobain then got to deface.

“There is a strong backlash against trying to transform yourself into something that you are not” says Danielson, who add that there has been a shift from the “totally done face”

“It’s different now. It’s shifted from everyone wanting to look like a Kardashian. People are wanting to show up their unique imperfections.”

Model Lara Stone wears a creation as part of the Max Mara women's Fall/Winter 2018-2019 collection.

Model Lara Stone wears a creation as part of the Max Mara women’s Fall/Winter 2018-2019 collection.

Photo: AP Photo/Antonio Calanni

The fascination with unique beauty is not new. Lara Stone as the face for Tom Ford Beauty in 2011 was a departure from the familiar cookie cutter beauty. Her strong cheekbones, protruding brow and gappy teeth were a breath of fresh air.

Nina Porter, with her gamine hair and pixie features; Daphne Groeneveld, Lindsey Wixson (with her insane bee stung lips and gap front teeth) who retired at 23 after a foot injury, Gemma Ward with her wide set eyes, Issa Lish and Esmeralda Seay-Reynolds, Liza Ostanina’s with her crooked nose and giant blue eyes and Saskia de Brauw.

Then there is Molly Bair with her preying mantis (in the most compelling way) features. She first walked the runway in Proenza Schouler’s Spring 2015 show and has gone on to appear for Chanel couture and been photographed by Steven Klein, Fabien Baron and Steven Meisel. According to Dazed’s fashion director Robbie Spencer Blair’s looks have heralded a refreshing shift in beauty.

“For me, Molly Bair best represents modern beauty now,” says Spencer. “She is such a non-traditional model but has a very modern look, captivating and beautiful. She represents something unexpected, a new way of looking at beauty.”

“In the same way Twiggy’s look shocked in the ’60s, Molly gives the same kind of wake-up call, breaking away from the classic ideals of beauty and instead embracing something different.”

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