Known for environmentally conscious formulas powered by high-quality ingredients, Kevin Murphy, marked its 20th anniversary with ‘The Imaginary Conversation’, a creative exploration of memory, imagination and the women who have shaped the brand.
Pro ambassador Eugene Souleiman, known for his fearless approach to hairstyling and his ability to fuse rawness with precision, led the hair direction.
The conversation led by Souleiman, focused on rejecting uniformity in favour of individuality. The brief was simple: “It needed to feel real,” he said. Each model was styled to reflect her own identity. Texture and movement were key, achieving a romantic yet grounded, wispy but deliberate finish.
“The hair was really interesting, because the show itself was really about this idea of ‘the imaginary conversation’ and thinking about all these muses from the last 20 years, cutting things up, mixing things together. And really, when we were trying to figure out the hair, which is such an important part of everything, we were kind of obsessed with the idea of every girl looking like an individual and really looking like herself,” says Erdem Moralıoğlu.
“[for the hair] there was this idea of something that felt like there’s a texture to it, something kind of romantic to it, a wispiness to it. But also, each girl was very much their own person, their own character. So, it was really about that sense of individuality and Eugene really played that in a beautiful way.” he continues.
The technique behind the looks
To achieve a freshly washed, air-dried finish, hair was lightly misted with water and layered with Kevin Murphy’s Anti.Gravity, the technique provided movement and lightness without making styling too obvious. This allowed the hair to follow its natural pattern: curls expanding, straight lengths sharpening, and pulled-back styles feeling effortless.
For creating a soft haze and subtle porosity in some looks, Kevin Murphy’s Powder Puff played a key role, being diffused sparingly at the roots.
Staying true to the idea of embracing real hair, Souleiman explained that the focus was on styles women could do themselves, prioritising texture and lightness. Styled with a very gentle hand, the hair avoided anything overtly cosmetic, instead feeling cool and as an extension of personality. The finishing touch was intentional imperfection.
At its core, the show served as a reminder that individuality remains the most powerful creative force, in fashion, in hair, and across the industry itself.
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