Traditionally, models are usually seen with stern, moody pouts.
But the catwalk at designer Richard Quinn’s Autumn Winter 2020 collection, at Lawrence Hall in London, saw a runway filled with beaming smiles.
The London-born designer partnered with Colgate, the official supplier of London Fashion Week, to turn the runway ‘pout free’.
Models had been trialling Max White Ultimate Whitening toothpaste in the lead up to the show and surprised audience members by flashing their dazzling white smiles instead of the traditional pouts usually seen on the catwalk.
Video footage also captures the atmosphere backstage, where the models prepared themselves for their big ‘reveal’, before redefining the face of fashion.
The models turned their usual frown upside down for a dedicated section of the show, giving the catwalk a new lease of life.
It comes after figures show there are 5.3 million #pout images on social media, from bath selfies to holiday snaps.
And the research, by Colgate, found 40 per cent of women avoid smiling in photographs, with more than a quarter not wearing a statement lip, because they lack confidence in their smile.
Despite this half of those polled say this is the first thing they notice in someone.