I had totally forgotten I put that in my sidebar, to be honest, until about half an hour later.
That photo is from a shoot in the last couple years, I think. I do know what you mean, though, because she really looks quite different as Ygritte than in almost any other role. I strongly suspect it’s due to the costuming. Gwendolyn Christie has the same effect — she’s quite beautiful when out of costume, but I’d be hard put to call Brienne of Tarth /beautiful/ in a purely cosmetic sense.