Since London Fashion Week kicked off on Thursday, models have already been asked to cut their hair mid-runway, wear all-over body glitter and smother their lips in black goo.
So, it was only right that model Hailey Baldwin got in on the action, bleaching her eyebrows for Matty Bovan's debut collection.
The brave 19-year-old Snapchatted her dramatic transformation, but initially didn't look too impressed with her new look.
She later posted an image to Instagram with the caption: 'Lol. Only for you @kegrand #bleachedbrows @babbym' in ode to fashion stylist Katie Grand who worked as creative consultant on Bovan's stand-out show.
However, Baldwin looked happy when her dark eyebrows were later restored hours later and appeared to find the funny side in her brows' quick transformation.
Nothing is ever permanent in fashion.