Marc Jacobs is never one to shy away from a bold beauty moment, in his runway shows or in his campaign imagery. Back in February, Jacobs' go-to face painter François Nars whipped up “very dramatic, very dark, extreme' makeup, reminiscent of Marchesa Casati—an eccentric European socialite who would have probably starred in the Juergen Teller-lensed fall campaign herself, were she still alive. Instead, Marie Piovesan, Ros Georgiou, and Marte Mei van Hasster got into character (Helena Bonham Carter?)—making this the most literal adaptation of the “goth' fall beauty trend we've seen so far.

Read up on how Nars' and Jacobs arrived at the look here.