There’s something for everyone at London Collections: Men, the capital’s biggest biannual showcase which platforms the extraordinary breadth of menswear.
Sassoon were once again thrilled to support prestigious brands, YMC and Xander Zhou.
YMC | Sunday, 15th June
Inspiration: This season YMC are sticking to the philosophy of “you have to go back to go forward.” YMC hijack the decades by effortlessly combining 60’s surf with 90’s minimalism to give this summer’s collection a loose relaxed silhouette.
The Look: Handsome boys with effortless and natural texture through the hair were back again this season.
How: “We wanted the hair to exude the feeling of easy, natural and effortless styling. The hair was dressed into soft textures with natural movement using Sassoon Professional Texture Refine and Curl Foam,” says Josh Gibson, Sassoon Team Leader
Hero products: Sassoon Professional Texture Refine, Sassoon Professional Curl Foam
XANDER ZHOU | Tuesday, 17th June
Inspiration: A playful and stylish blend of silhouettes and materials combined with luxury aesthetic and sportswear influences which create the most electrifying party of the Summer.
The Look: This season at Xander Zhou the hair combined distorted textures and irregular silhouettes to give a modern, mussed-up, modern take for rebellious boys.
How: “We wanted to continue the feeling of disobedient youth culture in the hair. The prep is key, loose undone textures were achieved by using Wella Professionals, Ocean Spritz. To maximise the lived-in texture hair was diffused with a hairdryer and moulded into the desired shape. Silhouettes were combined with headbands and coloured strings across the face to amplify the fashion-forward and geometric influences in the collection. Finished looks were dishevelled with deliberate imperfections,” says Bruce Masefield, Sassoon Team Leader
Hero products: Wella Professional Ocean Spritz, Sebastian Drynamic, Sassoon Professional Spray Shine.
Photos: Rachel Oates