For those studying Beauty management, the dialogue between make-up and clothing is a particularly rich field of analysis.

On one hand, the red carpet highlights the role of make-up as a tool for personal branding, relatively independent from the outfit. On the other hand, the strategies of fashion houses demonstrate how beauty has become a key driver of growth, positioning, and storytelling. The balance between these elements plays a crucial role in shaping the future of the luxury industry.

The most recent Academy Awards showcased increasingly refined, almost minimalist looks, characterised by tone-on-tone palettes, natural lip shades, and only a handful of bolder exceptions. This aesthetic invites reflection on the relationship between make-up and clothing, especially in haute couture creations worn on the red carpet and seen around the world. 

How do make-up and outfits truly interact? And must colours and styles always align?

Oscar Looks

Looking at celebrities, a key distinction emerges. As Michela Guasco, Programme Leader in Fashion Image & Communication, explains: “Red carpet make-up does not follow the same logic as runway, campaign, or editorial make-up. Actresses, singers, and public figures tend to maintain strong identity consistency. Make-up becomes an integral part of their personal brand, rather than an element entirely subordinated to the outfit.” 

Telling examples include Nicole Kidman, who chose a luminous look by the Japanese brand Clé de Peau Beauté, and Priyanka Chopra, whose make-up—as noted by make-up artist Morgane Martini - prioritises flawless skin over any emphasis on eyes or lips. Similarly, personalities such as Gwyneth Paltrow, Anne Hathaway, Emma Stone, and Elle Fanning opted for impactful yet versatile make-up on the Oscars red carpet: clean eyes, black eyeliner, defined lashes, and neutral lips. This type of look is designed to work with any evening gown.

There are, however, cases in which the dialogue between make-up and outfit becomes more explicit. The red lipstick worn by Oscar winner Jessie Buckley, for example, directly echoes her Chanel dress, while Lola Young, in a Vivienne Westwood gown, adopts a more provocative make-up look - consistent not only with the often irreverent spirit of the fashion house, but also with her personal style. 

“Overall, in the world of celebrities, make-up tends to be versatile and adaptable, while harmony with the outfit is mainly achieved through colour palette rather than style. Make-up must enhance the face and ensure recognisability, rather than ‘follow’ the outfit,” explains Michela Guasco.

Why Learning to Align Make-up and Fashion is Essential for Luxury Maisons 

While the relationship between make-up and clothing is relatively flexible on the red carpet, it becomes far more deliberate and strategic within fashion houses.

Today, developing a beauty line, especially make-up, is almost essential for luxury brands, with houses such as Louis Vuitton and Hermès investing heavily in this sector. 

“First of all, make-up represents an accessible entry point: compared to clothing or accessories, it is more affordable, allowing a wider audience to enter the brand’s universe,” the Programme Leader adds. “These are also consumable products that encourage repeat purchases and, with them, customer loyalty. But it’s not just a commercial matter. Make-up is also a powerful vehicle for expressing a maison’s identity. Beauty collections are often developed by creative directors working behind the scenes of fashion shows, such as Pat McGrath for Louis Vuitton, Peter Philips for Dior, Lucy Bridge for Dries Van Noten, or Yadim for Valentino. Through colours, textures, and packaging, these lines translate the brand’s aesthetic codes into beauty products, creating continuity between runway, communication, and consumer experience.”