Whimsical, Sentimental, and Couture: Introducing Baby-Doll Fall

      Marc Jacobs has always held a fondness for a sense of childlike amazement (during his spring 2024 show, models strolled like rigid paper dolls beneath a massive sculpture of folding furniture), but this year's collection elevated the dress-up theme to another level. In February, models strutted down the runway in exaggerated proportions, fun Betty Boop-inspired heels, and fabric appliqués—in varying hues of "Pat McGrath red"—attached to their lips and cheeks, giving the impression that they had just emerged from a toy box. Shortly thereafter, we noted clustered, spiky lashes at Thom Browne and Cucculelli Shaheen, "rubber lips" at Gabe Gordon, and at Christian Cowan, beehive wigs from the '60s that had polished, flared tips reminiscent of a vintage Barbie. As we hurried from one show to another, jotting down notes for our upcoming F/W 25 beauty trend report, one thing became clear: This fall, we will be fully embracing the doll-like aesthetic.

      While runway shows often set the stage for trends, it’s the everyday sidewalks that cement them—and consumer behavior certainly mirrors this doll-like trend: '60s baby-doll blush has taken center stage (hello, Sabrina Carpenter), flipped bobs have hit peak popularity, and exaggerated cut creases are making a comeback. Whether loved or hated, a baby-doll fall is making its way in, with artists eager to engage in playful experimentation. "It draws from fashion history—think '60s mod, Y2K Bratz, Parisian preppy—while still feeling timely, thanks to TikTok and pop culture references," notes celebrity makeup artist Jaleesa Jaikaran. "It's viral not just because it's versatile, but because there's always a way to personalize it, whether you choose a cute, soft innocence, a more flirty glam, or a chic, polished look." After years of no-makeup and clean-girl beauty, fans are finally longing for boldness and fresh narratives, and with a doll-inspired aesthetic, you can embody a multifaceted character as much or as little as you wish. "Being a doll is adaptable. Take Bratz dolls—there's one representing every hue," points out celebrity makeup artist Ngozi "Esther" Edeme.

      I’d be remiss not to mention the elephant—pink, plush, and huggable—in the room and the broader cultural influences involved. Beauty often mirrors society, and in times of uncertainty (economically, geopolitically, and so on), it’s common for enthusiasts to gravitate towards nostalgia, as it’s a means to cling to the past while the future feels precarious. Nothing evokes nostalgia quite like a toy you may have once held close or safely stored in a beloved dollhouse; wearing doe-eyed lashes or a bouncy ponytail could perhaps reveal an unconscious yearning for similar comfort. "People are seeking control and fantasy right now," asserts celebrity hairstylist Evanie Frausto. "Doll hair is never 'natural.' It’s always flawless, shiny, flipped, frozen in place. There’s a comfort in that."

      Doll-like aesthetics certainly play on the familiar, yet they are also strikingly surreal—a tension that makes this look especially thrilling for fall 2025. "It's glossy, precise, campy, and photographs beautifully," adds Frausto. While we may not all be gliding down the runway like Marc Jacobs's troupe of paper dolls, we can certainly take inspiration from the designer's playbook and indulge in make-believe—even with something as simple as a lively, youthful blush.

      Exaggerated, spiky lashes. A flipped bob. Rounded blush accents. A razor-thin cut crease (if you dare). All these features characterize the '60s baby-doll style that has surged over 4000% in popularity on Pinterest, according to the site’s fall trends report. "It's a look that pairs well with knee-high boots and shift dresses," remarks Lila Childs, a makeup artist based in NYC who forecasted the comeback of spiky, doe-eyed lashes following Paris Fashion Week. She recommends using a lengthening mascara with a slender wand rather than a fluffy volumizing one, enabling you to apply enough pigment to each lash. Jaikaran concurs, advising an extra pass with a clean spoolie to further separate and define those lashes. For that slender, mod cut crease, shadow sticks and/or liquid eyeliners will serve you well. Simply trace the product along your lid's edge, rounding it as much as possible for that Sharon Tate-inspired baby-doll effect.

      When it comes to blush, more is indeed more—a principle Edeme exemplifies with each ethereal celebrity look she creates, from Naomi Campbell to Doechii to Anok Yai. "In my view, there's no such thing as 'blush blindness,'" she reveals. "It's not