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At Fashion Week, hair is far more than a finishing touch. Behind the scenes, designers and hair artists collaborate closely to create hairstyles that bring creative visions to life and ensure runway looks tell a story from head to toe.
We’re proud to be at the forefront of this process, helping hairstylists craft fashion-forward, yet authentic styles at Fashion Week. The Autumn/Winter 2025 season was no exception, where Authentic Beauty Concept teams were backstage at both Paris and London Fashion Week, working alongside some of the world’s most exciting fashion houses to shape the hair trends of 2025.
We were delighted to collaborate with Chloé for the fourth time at Paris Fashion Week, partnering with renowned hairstylist Gary Gill for the third consecutive season. Gary was joined by Authentic Beauty Concept Advocates, Daniele Dragotta, Said Rubaii and Jillian Gabiou, working together to craft hairstyles that embodied a refined simplicity to complement the fluidity of Chloé’s AW25 collection.
Gary’s vision for the show was to capture a look inspired by the very essence of modern femininity: "For this season's Chloé show, we wanted to create a look that felt organic, yet refined - an effortless elegance that enhances each model’s natural beauty…it’s about embracing texture and movement while maintaining a sense of softness.”
Gary and the team began by prepping the models’ hair using Amplify Spray Conditioner, working the product into the hair with a blow-dryer to encourage movement and natural bend. Next, Amplify Mousse was applied close to the scalp to create volume at the roots.
To achieve the authentic texture, Nymph Salt Spray was applied all over the surface of the hair to soften the look. For added refinement, Airy Texture Spray was applied to the edges, lifting the hair to accentuate the silhouette and create an effortless undone feel. The perfect finishing touch used an old-school session styling secret—a balloon! An inflated balloon was gently buffed over the models’ hair to create a little static, for a beautifully cohesive finish.
This season, we maintained our presence at London Fashion Week, creating elevated looks backstage for Chet Lo, ERDEM, Roksanda and S.S.DALEY in collaboration with our Global Creative Advocate, Anna Cofone.
Our Global Creative Advocate, Anna Cofone, is an International Session Hairstylist and an influential figure in the fashion and hair industry. With over 20 years of experience, Anna has collaborated with some of the world’s biggest brands, magazines and celebrities. Her signature approach combines precision, creativity and an in-depth understanding of natural beauty. Anna is also the founder of the Hair & Care project, an initiative that seeks to empower blind and low vision women and young girls through hair care and styling. In 2024, Anna extended Hair & Care with the Making Fashion Accessible initiative, working with designers to help make their shows more accessible, pioneering a more inclusive Fashion Week experience, which we wholeheartedly support.
The AW25 S.S.DALEY show seamlessly blended womenswear and menswear, exploring both masculinity and femininity. The collection merged British classics with hand-drawn prints, felted textures and voluminous silhouettes.
The hairstyles created by Anna and the Authentic Beauty Concept team mirrored this interplay of masculinity and femininity in both the men’s and women’s hairstyles. As Anna explained: “For the women’s styles, we created structured shapes with rich texture, embodying both fragility and strength. For the men’s looks, we aimed for a lived-in feel, as if artists were coming together after a night out.”
Start by prepping hair with Nymph Salt Spray, applying to the roots for volume and structure. For mid-lengths and ends, use Glow Spray Serum as your heat protectant. Blow-dry the products into the hair using a vent brush, creating volume at the sides. If you have type 1 or 2 hair, or just a lot of density, Amplify Mousse or Cosmic Blow-Dry Jelly can also be used for additional hold.
Spray each section with Working Hairspray before you begin. To create the movement and texture, start at the top of the head. Taking small sections of hair, use small tongs to create indents within each section, working away from the face. On the sides, use a triple-barrel waver in a vertical direction to create movement. Add additional abstract waves at the back.
Finish by brushing out the hair and using Airy Texture Spray to create softness and Glow Spray Serum to tame flyaways. Set with Working Hairspray.
Roksanda’s AW25 collection showcased a blend of bold, exaggerated shapes and striking colours, contrasted with pieces exuding a quieter, more fragile femininity. The designs were inspired by the sculptural forms crafted by British artist and sculptor, Phyllida Barlow.
To complement the designs, Anna and the team created two looks to mirror these sculptural forms: “There was a two tier approach to the hair: one style had a gelled, pushed-back effect using the Cosmic Blow-Dry Jelly, while the other was a more broken-up, textured look.”
To achieve the gelled, pushed-back look from Roksanda AW25, start by applying Cosmic Blow-Dry Jelly to slick the hair back in a square shape with the help of a wide-tooth comb. Set the sides with a diffuser. Depending on your hair type, apply either Hydrate Spray Conditioner or Flawless Primer to the mid-lengths and ends to create texture. Use your fingers to twist and press the product through the hair.
For the more textured look, once again use Cosmic Blow-Dry Jelly to slick the hair back in the same way. To create the ponytail, take two panels, one from each side, ensuring the central panel and hair underneath remain intact. Bring the two panels together and manipulate the hair to create a looped ponytail before adding the fabric piece underneath. Secure with elastic cord and finish with a spritz of Glow Spray Serum and a touch of Hand & Hair Light Cream.
Chet Lo’s AW25 collection extended the brand’s signature look, merging Chet’s Asian heritage with a western aesthetic, featuring his iconic textures such as 3D merino wool spikes and intricate pleating.
The hair drew inspiration from this, as Anna explains: “The inspiration for this look is a continuation of the patterns and panels we’ve explored in previous seasons. We wanted to mimic elements of the patterns and textures within Chet’s designs by incorporating high gloss crimped panels at the back and sides of the hair.”
Begin by creating a sharp middle parting and smoothing the hair using straightening irons, applying Glow Spray Serum for added smoothness and heat protection. Section off a veil of hair either side of the parting and crimp, setting with Working Hairspray. To enhance shine and control flyaways, apply Hand & Hair Light Cream, Pliable Styling Paste and Glow Spray Serum.
The ERDEM show at London Fashion Week AW25 was awash with dreamy floral prints and intricate embellishments, reimagining the classic feminine silhouette with a modern, ethereal touch.
Anna and team kept the hair simple—the perfect complementary contrast to the patterns and shapes within the collection: “ERDEM’s collection, inspired by Scottish painter Kaye Donachie, is a masterful play of beautiful patterns and sculptural shapes with exaggerated silhouettes. This allows the hair to remain simple, paired back yet elevated, polished and effortlessly chic."
This look focuses on enhancing natural texture, with your fingers being the only tool you need to create the look. Prep the hair using Hydrate Spray Conditioner, Hand & Hair Light Cream and Glow Spray Serum to enhance shine and control flyaways. Spritz with Hydrate Smoothing Serum. Lock in the look with Hand & Hair Light Cream, Airy Texture Spray and Dry Shampoo.
Although hair trend inspiration can come from anywhere, the Fashion Week runways still play a huge part in shaping the trends we see in the salon. We adore being a part of this process alongside our Advocates and their creative teams, helping them create high-fashion looks backstage as well as translating them into consumer-friendly looks that can be recreated both in the salon and at home.
For exclusive behind-the-scenes content and step-by-step tutorials from past Fashion Weeks, head to our YouTube channel, where you’ll find insights into the collections from the designers themselves, along with how to recreate some of the looks using Authentic Beauty Concept products.