At Milan Fashion Week, Giada’s AW 2026 runway show, Eugene Souleiman, hair director and pro ambassador for Kevin.Murphy, offered a modern interpretation of 90s minimalism. Styles felt controlled yet soft, polished yet effortless.
Gabriele Colangelo, Giada’s creative director, presented a collection defined by fluid silhouettes, sculptural shoulders and chromatic restraint. Inspired by the orchid, a resilient and architectural form. A study in purity, precision and refined sensuality, the hair echoed that same restraint.
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Behind the hair looks
Eugene explained: “We wanted the women to feel like gentlewomen — like a gentleman, but a woman. So we combed the hair back, away from the face. It’s moving backwards, almost aerodynamic, but still soft.”
The technique was equally considered, as Eugene used Body.Builder in an unexpected way, painting it into the hairline rather than using it for volume. “We didn’t use it to create body,” he says. “We used it because when it dries naturally, it gives this incredibly beautiful satin finish. You get shine, but it’s not glossy or hard. It feels real.”
A wide-tooth comb played a key role in creating those subtle directional lines through the front and crown, highlighting movement away from the face. To preserve softness and prevent the look from appearing too rigid or overly set, allowing the hair to air-dry was crucial.
For added silkiness and smoothness, he used Staying.Alive Leave-In Treatment, balancing discipline with fluidity.
“What I love is that we’ve contained the hair and given it a style, yet there’s still movement. It’s controlled movement. It’s not fluffy or chaotic, it’s disciplined, but human.”
Beyond the technique, Souleiman believes the beauty of the look lies in its wearability.
“Sometimes at shows we get carried away — it becomes about the fantasy. But this is different. This is hair you can actually wear. It’s about aspiration that feels achievable.”
The finishing touch was a light veil of Shimmer.Shine, which added a subtle sparkle and enhanced luminosity to catch the lights as the models moved.
There’s something refreshing about seeing hair artists rethink products and use them in unexpected ways to answer a brief, as Eugene did, reflecting Giada’s contemporary femininity in motion.
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