Even though it only felt like we had just been at the AW15 season of London Collections Men (LCM), we found ourselves gearing up to support hair client, Fudge Professional, for its sixth season as the Official Hair Partner at the SS16 London showcase.
From creating the looks for seven of the designers showcasing their latest collections, to styling for VIP and celebrity attendees at the Fudge Fix, Fudge Professional truly embraced its title as the official Hair Partner.
Located at the hub of LCM, Fudge Professional, along with its Brand Ambassadors, hosted ‘The Fudge Fix’, a dedicated pop-up salon offering complementary styling to those in need of a quick style pick me up in between shows. With the help of the latest Fudge Professional products, the Brand Ambassadors styled press, designers and even Indie Rock Singer, Martin Luke Brown, electronic duo, Honne and the deep house production duo, Blonde.
Wet, lived-in and care-free hair were major trends at this season’s LCM: with backstage hair teams headed by Fudge Professional creative director, John Vial, both Christopher Shannon and Sibling opted for ‘sweaty’ party hair; at James Long, the inspiration was glistening hair with lots of shimmer and gloss, and at Craig Green, it was all about super head-hugging hair and anti-volume shapes. Models at the KTZ show also donned the ‘wet’ look, combining slicked 1950’s quiffs with 1920’s finger waves. The quiff was also seen on the Katie Eary runway and at the Belstaff presentation.
Essence PR coordinated hair trade and hair consumer press attendance at the shows, along with creating hype in the run up to LCM and securing editorial features focused not only on the looks, but also showcasing the Brand Ambassadors hard work at the pop-up salon. This season, we secured a dedicated online blog series for the Brand Ambassadors, which will run for a month after LCM.
We now can’t wait to see the women’s SS16 looks that will come out of London Fashion Week in September!