People need to relax about the look and the make up, it's a photoshoot for a high fashion magazine. These are intended to be artistic not natural. Vogue shoots are often surreal and dramatic and they experiment with different looks, Emma is almost playing a character. It's quite edgy and different and this will only broaden her appeal to the fashion industry and directors as it shows she's willing to go with different looks for things. If every photo was Emma being pretty with no make up itd be every boring. This photoshoot is intended to be more fantasy. If you don't like it I'd imagine you don't like most shoots in high fashion magazines as this is how they are, arty.