London Fashion Week SS17

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:

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.
Hero Products: Sassoon Professional Edit Body and Motion Hold and Eimi Dry Me

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.
Hero products: Sassoon Professional Halo Hydrate, Heat Shape and Illuminating Oil
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.
Hero products: Sassoon Professional Edit Hold and Edit Body

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