In the 1700s, wearing lipstick could see you tried for witchcraft, as makeup was deemed a trick of the dark arts used to deceive unwitting men into marriage. By the Renaissance, lipstick was embraced by both sexes, with men using it to create a contrast between their lips and facial hair. In the 1920s, red lips meant fast woman slash lady of the night. George Washington? Yeah, he wore it. To this day psychologists claim that men are attracted to women who wear lipstick because they remind them of a lady’s, well, lower quarters…

Conceal, a fashion film featured on Dazed and Confused mastermind,photographer and publisher Rankin’s latest initiative, HungerTV, explores the innately seductive power of lips and the colours we paint on them. Or rather, what fashion’s elite will be painting on theirs, for Spring/Summer 2012.

Bright pops of colour more vivid than an explosion of  grown up Crayolas punctuate the stark white canvases of the model’s skin to striking effect. Whilst breaking free from constraints comes both figuratively and literally in the form of pantyhose wrenched off doll like faces in the piece, the focus remains on the tones of Bella Cullen crimson, Barbie pink neon and Bond girl red which adorn the lips, courtesy of Dior and MAC. Pucker up.