So it started with the presentation for VDP (Via delle Perle) working with italian MUA Miriam Langelotti, known for her "natural look". Miriam likes to use very light foundations to make the skin looking natural and glowy.
These days the way of doing make-up has changed compared to the 90's, where the foundation was applied quite thick to give strong coverage. Not only you couldn't see blemishes anymore, the general effect was porcelain skin-like. It was also very matt, shine was a big no-no.
Nowdays, especially for fashion, the trend is to see the skin coming through, freckles are allowed, the less product you put, the better. The skin looks younger and fresher, there is no need to cover it comnpletely, you can hide only what you don't want to be seen.
A touch of glow/shine on the cheekbones is healthy and chic (mind you only a touch, if the skin is oily naturally it's best to use a specific foundation for only skins) for the best non-make up effect.
Here the video taken on the day.
VDP VIDEO. click on VIDEO EVENTS
and some images taken from styleandfashion.blogosfere.it