The Azzo Swimwear MBFWA show took the wet look to its extremes, with the runway itself covered in water, guys walking down the catwalk in boardies or speedos and nothing more and a suitably slick hair style from Redken and hair director Marie Cain.

“The hair look for today is a wet look and it’s for a swimwear label, the collection inspiration was for the guys to look like they’ve been on a summer holiday or they’ve gone for a summer run and they’re quite sweaty,” Marie said backstage. “The designer also used the words of a ‘summer storm’, it’s a wet look, we’re using the haircuts and pushing it forward or back depending on what looks good.”

“The hair corresponds to the overall vibe of the collection, that impression of what it’s like when you’re on holidays, healthy and fresh and like you’ve just jumped out of the water,” she continued.

The collection drew inspiration from the sunny shores of Positano in Italy, with cool and effortless hair that lent into the heavy holiday vibe on the runway.

“Get the look straight from the runway by watering hair down first until damp. Then, layer Redken One United in the first layer of hair followed by Redken Brews Holding Gel then finishing with Redken Brews Wax Pomade for the ultimate shine,” she said. “To complete the look, comb the hair in a forward direction with a wide tooth comb or cutting comb to create that wet and high shine look.”

With Redken’s male-specific products, the styling process backstage was tailored and simplified, rather than complicating the process with more classic styling products. Marie and the Redken team layered the necessary products to achieve the desired effect, with Hold Tight heralded as a hero product.

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Images by Sonny Vandevelde