The collection was brought to life through varied textures and patterns, such as tweed tailoring next to luxe sportswear, and in the makeup, with feminine lashes juxtaposed with fierce false fingernails.
Eugene Souleiman, Wella Professionals Global Creative Director for Care and Styling, added another layer of contrast with the hair, creating a rugged texture that looked unique for each model.
“The collection is quite refined and gentlemanly, in a very Vivienne Westwood way, but we wanted the hair to really contrast that. It’s all about texture and the hair as a raw ingredient and we’ve created this almost post-apocalyptic texture where the hair looks broken, yet beautiful.”
Although each model had a distinct, individualised look to suit their specific hair lengths and bone structure, at the heart of each style was a raw, broken edge which juxtaposed the feminine makeup look which featured false eyelashes, and the refined and tailored fashion.
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“I wanted the hair to look almost like it had been bleached – that real arid texture that when you style it, stays exactly where you want it. We saturated the hair with Elements Leave-In Conditioner to make it feel unwashed and then sprayed it with EIMI Sugar Lift and over-dried it to create the dry, rough texture. It’s a look that you really need to get your hands into – it’s not about perfect styling with brushes and combs, you need to feel your way.”
Once the Elements Leave-In Conditioner and EIMI Sugar Lift had been applied, Eugene used his hands to massage in the products, creating randomized texture. Using a diffuser to over-dry the hair, Eugene rolled pieces of the hair to break up the lengths.