AW25: Backstage Secrets
HJ went backstage at London Fashion Week AW25 for the inside scoop on all the trends, techniques, and top tips – here’s our round up…
DREAMING ELI AW25
DREAMING ELI AW25
TOUSLED TEXTURE
Texture was at the forefront of the hair at the Dreaming Eli AW25 show, led by Danilo Giangreco, Artistic Ambassador for Revlon Professional UK & Ireland. Danilo and the hair team used Revlon Professional products to encapsulate the collection’s evocative theme of women emerging from a house on fire. The looks worked to embody raw energy, controlled chaos and a sense of resilience, featuring disruptive volume, crimped textures, and artfully undone updos, striking the balance between rebellion and refinement.
“I DREW INSPIRATION FROM THE SHARP LINES AND CAGE-LIKE SHAPES OF THE GARMENTS. WE DESIGNED THE HAIRSTYLES TO PUSH THE HAIR STRAIGHT AWAY FROM THE FACE, ADDING LIFT AROUND THE TEMPLES TO ENHANCE THE OVERALL SILHOUETTE. THE RESULT IS A GRAPHIC PONYTAIL OR A SCULPTURAL BUN – HAIRSTYLES THAT ECHO THE COLLECTION’S INTRICATE LINES.”
DI PETSA AW25
Ali Pirzadeh, Hairstylist and Dyson Advocate
DI PETSA AW25
LONG LENGTHS
Di Petsa’s AW25 Collection, Amourous Waters, was all about divine femininity, empowerment and the sensuality of self-love. When it came to the hair, Efi Davies led the TONI&GUY Session Team to create a sexually charged, ethereal feel within the hair texture, and lengths were kept long to express desire, allowing movement to take place and flow naturally.
HARRIS REED AW25
GLASS HAIR IS BACK!
This season’s standout hair look, glass hair, was the main focus at the Harris Reed AW25 show, Gilded, led by Ali Pirzadeh. The hair team focused on making the hair sharp, eye-catching and ultra sleek, using Dyson’s Supersonic r hairdryer and the Chitosan styling range.
TOLU COKER AW25
TOLU COKER AW25
KNOTS AND BRAIDS
Efi Davies led the TONI&GUY Session Team in creating the looks for Tolu Coker’s AW25 Collection. The main focus? Playful double knot braids that embodied the ritualistic and symbolic nature of the collection. Hair looks featured ethereal finishes, playful flicks and structured volume.
CENTRAL SAINT MARTINS MA SHOW
“AT THE CENTRAL SAINT MARTINS MA SHOW WITH MY LOVELY TEAM FROM L’ORÉAL PROFESSIONNEL, THE BRIEF WAS ‘AT THE BUS STOP’. OUR INTERPRETATION IS THEY’VE GONE OUT FOR THE NIGHT AND THEY’RE COMING BACK THE NEXT DAY SLIGHTLY DISHEVELLED BUT CHIC.”
Yesmin O’Brien, seanhanna
VIN + OMI AW25
CHAOS AND CREATIVITY
Vin + Omi’s AW25 show, KAOS, led by Karoliina Saunders, featured chaotic hair with a touch of softness and femininity. Designed to reflect different ages, eras, and textures, the looks pushed the boundaries of creativity and sustainability by featuring recycled materials, lots of texture and dimension, and bold, avant garde shapes.
FROM BTS TO BEHIND THE CHAIR
“There’s so much I’ve taken away from LFW for everyday salon life. When I return to the salon, I always showcase the shows, hair looks and products and techniques to my team. We break down what we did and how the look was achieved, but also how the idea of those looks can be reinterpreted for our clients in a wearable, salon-friendly way. From there, we dive deeper into product training, exploring the versatility of each product and discovering new ways to use them in everyday hair looks. These sessions are a moment to reconnect with what’s happening at the forefront of the industry. It helps the team stay creatively engaged and gives us fresh ideas to explore with clients. Fashion Week is about translating the energy, innovation, and craft into something that feels exciting and real for the salon.”
Mimi Kobayashi, Director at Billi Currie
E.L.V. DENIM AW25
REFINED TEXTURE
“For E.L.V. Denim’s designer, Anna Foster, it was essential to celebrate the natural shapes and textures of each model’s hair. Our challenge was to refine and elevate those textures while maintaining a raw, organic feel. Working with natural hair textures is one of the most technically challenging aspects of hairstyling, but when done right, the result is effortlessly chic.”
Philipp Haug, Schwarzkopf Professional UK Ambassador
GET THE LOOK
• Apply mousse to the hair’s surface and scrunch it in to reduce frizz and enhance natural waves and curls.
• Spritz sea salt into the hair to build movement and definition before lightly diffusing.
• Finish with oil for a polished sheen and smooth any flyaways.
“THIS WAS MY FIRST TIME WORKING AT LONDON FASHION WEEK, AND IT WAS INCREDIBLE TO SEE WHAT GOES ON BEHIND THE SCENES TO BRING THESE LOOKS TO LIFE! IT’S BEEN BUSY, BUT PHILIPP HAUG’S LEADERSHIP KEPT EVERYTHING CALM AND SEAMLESS AND WAS REALLY REASSURING.”
Meredith McConaughey, Designer Stylist at Daniel Granger Hairdressing