Fashion East put on quite the show last month at SS25 London Fashion Week. Official hair sponsor Bed Head offered the lead hair stylist role to the talented Clare Hurford (who obviously accepted). We’ve caught up with Clare who has talked us through the looks for each Designer.
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SOS Skyn
For SOS Skyn we wanted to take inspiration from each of the models own personal style but with an overarching concept of the girlies on a night out, queueing for the club with hair that’s been a bit affected by humidity but in a sexy, grungy way. You can tell they’ve had a bit of a dance already and now they’re ready to party the night away. To get the danced in party girl look we used a mixture of different styling techniques with straightening iron and tongs to add in some movement, using Bed Head Salty not Sorry Sea Salt spray and After Party to create the grungy texture and lashings of Bed Head Head Rush shine spray at the root for that glistening, mid rave finish.
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Kitty
Kittys wanted a very simple look for hair as her presentation was so impactful so with two of the models with bleached hair we used the Bed Head Some Like it Hot heat protector before blowing out and then straightening the hair to poker straight. Using a pea sized amount of Bed Head Straighten Out Anti Frizz serum to smooth away any flyaways and Bed Head hairspray for any stubborn bits. For the short hair we used the Trouble Maker dry spray wax to finish which had a matte finish to complement his bleached fade.
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Loutre
Pia briefed me that the soundtrack for their walk was going to have a very strong, powerful baseline and they wanted models’ hair to move when they walked, to flow with the beat of the music. We also wanted a half done, sweaty finish to the hairline as if the model with their busy city lives had rushed out without finishing getting ready.
We prepped the hair with Bed Head Queen for a day and blasted the roots flat on a medium heat to give some hold to the root area, whilst keeping the models natural texture on the ends of the hair. To create the flyaway movement when walking we added the Oh Bee Hive dry shampoo by Bed Head to the ends whilst blowing cold air upwards, on the ends of with a dryer to create the flyaway ends. We used the Bed head Wax Stick to stick the pieces of hair at the hairline that would stick to the forehead. In line up we used Bed Head Head Rush shine spray on the hairline just as the models walked out for extra fresh sweaty effect hairlines.
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Nuba
There was a lot of pre prep for the burnt orange braided looks so that on the show we could get installing straight away. So, the team helped braid a lot of hair pieces using the Bed Head Manipulator Matte paste for a tight sleek micro braid. Following that we applied the clay texture on the braids and added the colour. Each model’s hair look was designed based on their natural hair and their look for the show so it was a very collaborative process between me, designers Jebi and Cameron and my team. All hair was prepped with Bed Head Some Like it Hot Heat protector, if we used any heat, and after the show we washed out the clay from any natural hair with Bed Head Rehab for Hair shampoo and conditioner. The clay mixture was a natural face mask clay so washed out super easily and didn’t have any effect on the model’s hair.
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Olly Shinder
For the braided looks we created, we combed a small amount of Bed Head Wanna Glow Jelly oil in large sections at the root to lay the hair into a perfectly flat, slick back ponytail or pigtails, finished with Bed Head Hard Head Strong hold hairspray and a tooth brush to slick all the fly away edges for a perfectly snatched hairline. For Afro hair we used the Bed Head Manipulator Matte wax paste to create the slick look. Both products were perfect for this style as we didn’t need to use any heat on the models hair to get a slick finish. Using the clay paste we braided hair into skinny plaits and added some extra hair for length / thickness and finished with hairspray to stick down any fly aways within the braids. The ends of the shorter braids had synthetic hair which meant we could create a really blunt end to the braids by using heat to seal the ends.
For any of the triangle looks we used Bed Head Queen for a day to blow the hair flat and forwards and using the Wanna Glow Jelly oil we styled the hair into the triangle shaped on the forehead, mirroring designer Olly’s own hair style.
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