Burberry Models Lily Donaldson, Jourdan Dunn and Cara Delevingne in W Magazine

We're used to seeing Lily Donaldson, Jourdan Dunn and Cara Delevingne in typical Burberry fashion (read: flawless skin, subtle earthy tones and bold brows) as they showcase the latest in fashion and beauty from the British brand. But leave it to W magazine to mix things up. The fashion bible enlisted the help of hair stylist Odile Gilbert and makeup artist Amanda Joyce to totally switch things up, giving the girls a deep-parted, slick up 'do, smoky-winged eyes, bleached brows and rich red lips. It definitely sees Burberry marching to a different beat — Cara Delevingne, in particular, is barely recognisable — but we kinda like it. A lot. And you?

Photos by Emma Summerton for W magazine