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How To: Reimagining the Braid with ECRU New York at NYFW Nolcha SS20 Shows

Thursday, 26 September 2019 07:55

Prestige hair and beauty brand, ECRU New York, was the exclusive backstage hair sponsor for Nolcha Shows during NYFW SS20. A reimagination of the classic braid was the inspiration that graced the runway – learn HOW TO!

Braids have been in existence for centuries and contrived from various influences. Whether it is a new street fashion, a celebrity look, trends or culture, there is always inspiration to reinvent the braid into something new, exciting and relevant,” says Lisa Lobosco, Creative Director.

For designer Yanglu, two hair looks were created to complement the imperial inspired collection. For the first look, a geometric twist was incorporated to achieve two loop braids.

The Elf Sack Collection was inspired by the 12 animals of the Chinese Zodiac, and braids were once again reimagined to complement the vision. The once-traditional, yet sporty cornrow braid was renewed, setting a sleek, sophisticated high-fashion tone.

For the final braid look, ECRU New York took street style to couture for the Amnesia Collection. Utilizing the cornrow braid as the base, braid extensions were added to create the ultimate intricate design and medieval feel.

Hair was primed with Silk Nourishing Spray for the ultimate protection and conditioning which made for an easy transition from one braid style to the next. Hair was braided with Defining Paste or Styling Balm to keep braids neat and clean, and to smooth flyaways.

Intrinsically anchored in the world of fashion, ECRU New York continues to collaborate with emerging designers during NYFW to create exclusive backstage hairstyles for the runway every season.

To learn more about ECRU New York, please visit

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