Hair Director Gareth Lenagh for KMS California opted for a slicker than your average wet look for We Are Handsome’s 17 Resort collection.
The We Are Handsome girls were a fiercer take on their female predecessors. Hair was scraped back from the face, with a wet look texture. A close shape was achieved by sewing the hair close to the crown. Gold hair pins were creatively placed either side of the back of the head, with the remaining hair left loose and textured.
In order to not detract from the swimwear and active wear brand we’ve come to know for being bold, bright and cool as their birthright, Gareth directed We Are Handsome beyond the stereotypical brand campaign and to a darker catwalk aesthetic this year – it was more ‘activewear meets disco’.
“By adding loads of KMS sea salt texture spray we’ve added texture in panels through the back, front and side.
“We’ve spiced it up a little this season – rather than be more pretty girl next door wet look we’ve gone for something a bit more fierce. All the model’s hair is pulled straight back – using a wax spray to finish rather than a hairspray,” Garreth said.
“She’s fierce, sophisticated and expensive but also a little bit kick-arse,” Garreth said.
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