London Fashion Week SS17 was a spectacular showcase of the world’s leading fashion talent. With a packed schedule of shows, presentations and events, Sassoon was delighted to support three designers backstage:

SADIE CLAYTON | SUNDAY 18TH SEPTEMBER

Inspiration: The SS17 collection continues Sadie’s exploration of the ideas of headspace and the concept of time. This theme comes to life both through the collection and the holographic technology used to present the new collection.

The Look: A natural, youthful and ‘lived in’ finish, to allow for the brightness of the collection to really stand out.

How: “Layers of Sassoon Professional Halo Hydrate and Heat Shape were worked into the hair to build a leaden feel. Irregular sections were then wrapped around a large barrel tong to create a natural texture. To finish the look, small amounts of water and Illuminating Oil were applied to the root.” Says Lee Nunn, Sassoon Team Leader.

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EDELINE LEE | SATURDAY 17TH SEPTEMBER

Inspiration: The SS17 collection started with an idea of an ‘ode’ to London. “London is endlessly luxurious, yet homely and grimy all at the same time. I wanted to make a fun collection with a signature that is dynamic yet sound”. Says Edeline

The Look: Youthful and undone, to highlight the street wise inspirations of the collection. Modern, casual knots were pulled to the top of the head for a modern finish.

How: “Hair was blow dried off of the face using Sassoon Professional Edit Body and then pulled into a knot at the top of the head. Sassoon Professional Motion Hold was used to keep the hair in place ensuring the texture remained natural.” says Damien Peers, Sassoon Team Leader.

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SID NEIGUM | TUESDAY 20TH SEPTEMBER

Inspiration: The SS17 collection is about constraint, renewal, release and empowerment. Sid started with imagining how inspiration women throughout history and what these women would wear today “in a world crowded by celebrity it is important to remember those who fought for equality” says Sid.

The Look: “To achieve a chic modern finish, hair was blow dried off the face to achieve a small silhouette with a slightly undone texture to the back of the hair, creating natural movement.” Says Bruce Masefield, UK Creative Director and Sassoon Team Leader.