By: Lauren Trunfio

“Euphoria” costume designer Heidi Bivens and makeup artist Doniella Davy know what it means to be cool. Well, at least how to express being cool through eye-catching fits and mesmerizing beauty moments.

Through embodying the sly sexiness of the ‘90s, to reintroducing 2000s inspired nostalgia, “Euphoria” has redefined fashion and personal style. Makeup, cleverly crafted by head makeup artist Doniella Davy and Kirsten Sage Coleman, is used to symbolically advance the plot while giving subtle meaning to each character. Whereas fashion, determined by Heidi Bivens, presents a platform for characters to experiment with their identities.

Read more for a deeper look into the “Euphoria” characters’ significant relationship with beauty and style, and how Bivens and Davy bring each story to life.

— Maddy —

Performative by nature, Maddy’s personal style iconically pays tribute to the classic bad girl trope which made headway in the late ‘90s and early 2000s.

Decked out in the likes of Balenciaga, I.AM.GIA, and Akna, her provocative sense of style is a clear reflection of her unapologetic and bold personality. Even though she has a tough exterior— proven by her vengeful makeup looks and signature style— Maddy is just a teen who wants to push boundaries and be admired.

At the heart of her fierceness, Maddy also emulates femininity and mysticism that is shown during her toxic relationship with Nate.

As a once successful pageant queen, Maddy toys around with style to emulate that part of her life that she so desperately wants to recapture.

— Kat —

Kat, the most visually transformative character in the series, uses style and beauty as an indication of personal growth.

After claiming her sexual power in season one, Kat denies her good girl persona and evolves into a daring, 80s inspired grunge diva. While experimenting with bejeweled cat eyes, bold makeup, and bondage-inspired clothing, Kat begins a quest to assert dominance over men who have once rejected her.

At this point on, beauty is power. Brands such as Vex Latex and Thistle & Spire defined her early journey towards self discovery and symbolized a rebellion against the patriarchy.

Corset tops, chokers, and vintage band tees dominated her wardrobe in the first season. However, as season two emerges, her new style is more mature and actualized, an indication of coming to terms with her own identity.

— Cassie —

Understated to say the least, Cassie’s conventionally attractive beauty and innocent ploys with pale baby blues and pinks embody a desire to conform instead of stand out.

Defined early on by her abandonment issues, Cassie is a natural people-pleaser whose goal is to find love and acceptance. As a result, her style remains feminine, yet approachable. Hyped and trendy social media brands such as House of CB, Wayf, and Realisation Par, encapsulate her wardrobe as well as her personality.

Cassie is constantly looking at everyone else and finds comfort in brands that are well-liked and safe.

Just like her wardrobe, her makeup looks also propel a desire to be accepted: flushed cheeks, nude lips, and slightly winged liner. Safe, flattering, and well, kinda boring. The epitome of every jock archetype’s dream girl.

— Lexi —

No longer defined by her role as a destined wallflower, Lexi is finally given permission to shine this season.

Dressed symbolically in Miu Miu (Prada’s less-notorious sister brand) Lexi’s aesthetic is constantly evolving and becoming louder with her increased screen time. Her twee inspired Peter Pan collars and pleated shirts pay homage to an early 2000s Zooey Deschanel, and could easily land her a role in a Wes Anderson film.

— Jules —

Everything about Jules is unconventional. Abstract ‘90s inspired prints, glittery rhinestones, and obscure makeup looks allow her to be the most daring, yet compelling, character in the series.

Jules is trans-feminine, and her style specifically serves to contradict and challenge stereotypical gender norms, making her noticeably alluring to each character. Jules' style encapsulates an e-girl, bubblegum pop fantasy with exaggerated hues and expressive undertones—without a care in the world for who notices and who doesn’t.

— Rue —

Rue is rarely seen with any signs of makeup or change in style. During school she is noticeably barefaced.

However when she goes out, she always sports makeup under her eyes (such as her iconic glittery tears). Under-eye makeup emphasizes sadness and lack of care for being conventional, one of many reasons why her and Jules attract each other.

Rue is messy, unconventional, and provocative in a much different way than the rest of the characters. Rue wears understated makeup to express large emotions, which sadly, most characters do not recognize due to being self-obsessed in their own lives.

“Euphoria” Stylists Give New Meaning to Characters’ Personal Aesthetics