18 July 2024

ECRU New York at NYFW Nolcha Shows

ECRU New York at NYFW was the haircare sponsor of The Nolcha Shows. Lisa Lobosco, Creative Director, and her hair team from ECRU New York collaborated with emerging designers. The results were some of the season’s most wanted hair creations.

ECRU New York at NYFW took on the incredible challenge of designing hair for the latest emerging designers at The Nolcha Shows.

This year, the designers ranged from fashion-forward, playful showstoppers like Oh Polly to the exquisite designs of Nazranna, which embodies a seamless fusion of Indian embroidery with Western aesthetics. Instead, NY Culture Club is a fashion collective that redefines fashion by seamlessly integrating microelectronics into fabrics and accessories. And ECRU New York at NYFW was ready to take them all on!

Creating hair (for over 50 Models) that can transform from one designer to the next in a concise time frame is not for the faint of heart,” explains Lisa Lobosco, ECRU New York Creative Director. “This is especially true since one of the critical pieces that we always want to achieve is hair that looks beautiful, shiny, and healthy.”

Oh Polly with hair by ECRU New York

The dresses were fun, vibrant, and youthful for Oh Polly, so the hair had to flow freely. The ECRU New York team created clean partings and worked with each model’s natural texture. In this way the hair looked effortlessly beautiful. The secret weapon on every model and hair texture was ECRU New York Silk Nectar Serum. This liquid gold in a bottle makes hair shine.

Vitruvius on the cutting edge of style

Unlike our first show of the day, Vitruvius is a fashion collective reshaping boundaries by merging technology and sustainable design. The hair was inspired by many looks from the red carpet but with a twist. While maintaining a clean part, ECRU New York team added detail to the hairline by sculpting small sections that create a modern fusion of “sculpted sleek.” ECRU New York’s Setting Spray was perfect to achieve this. This product allows you to use it on wet or dry hair and sculpt it, giving it a sleek, wet look.


Just as the ECRU New York team were preparing hot tools for the next designer, Nazranaa, the electric decided to take a break. The next look was all about glamorous, shiny hair. This required large barrel curling irons to complement the most beautifully handcrafted designs from the “Kanika” collection. The underlying inspiration was a luxurious tale of opulent elegance. To achieve this, Lobosco gave her artists either ECRU New York Sunlight Styling Spray or Finishing Spray to hold in the curls and add shine and movement to the hair. The look was “minimalistic glam,” which allowed the “gold” collection to be the show’s star.

ECRU New York at NYFW


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