Wella Professionals always provide something of a New York Fashion Week highlight. Blonde choir-boy wigs, gelled urban-inspired patterns and other innovative looks all come to mind when the words Wella Professionals, Eugene Souleiman and NYFW are used in the same sentence.
This year that reputation was predictably on point, with the brand presenting one playful Hairspray-inspired look for Jeremy Scott and another look for DKNY that epitomised modern luxe.
The Jeremy Scott girl presented a creative take on Hairspray’s Tracey Turnblatt or iconic girl bands of the 1960s – think The Supremes and The Go-Gos. The brief: bigger is better.
“Jeremy isn’t just a designer – he’s a star with a huge fan base that thrives on the drama, creativity and tongue-in-cheek humour of his work,” Eugene said. “He loves extremes and this is the biggest venue he’s ever shown in, so we needed the hair to reflect that scale and deliver high drama on the runway.”
Building overt volume through hero products Wella Professionals Extra Volume and Wella Professionals Create Character, the look sacrificed moisture to ensure shape and movement. Bright pop-art inspired fashion pieces, vibrant nails and coral lips and cartoonish painted on eye lashes by M.A.C helped bring the character to life.
“Building on the late-50s-meets-80s Americana influence that Jeremy loves, we created a caricature of that classic John Waters look, with masses of graphic, structured volume at the roots, set off by incredibly soft and bouncy movement through the lengths,” Eugene continued. “It’s trashy and totally over-the-top, but really beautiful at the same time.”
For DKNY, there was a different approach – slightly masculine tailoring, classic red lips and the architectural city skyline of New York City paved the way for sophisticated hair of the highest order.
“I love the simplicity of this look. The blend of the deep masculine side-parting at the front and softer, feminine texture through the lengths feels very modern, but it has a classically handsome beauty at the same time,” Eugene said. “It’s the kind of look I imagine Lauren Bacall would wear if she was a young woman today – graphic, powerful and polished.”
Minimal aesthetics often poise the most difficult tasks, but go-to tools Wella Professionals Stay Firm and Wella Professionals Perfect Setting, as well as Eugene’s magic touch, meant razor sharp partings, the seamless blends between textures and an added softness and movement in the lengths.
For more information visit www.wella.com/professional/en-EN/home
Click here for Styleicons|TV.