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Fashion Week Hair Trends

LFW AW18 Trend Report: Aquatic Aesthetic at Preen

by akesha / last updated February 22, 2018

To tie together the aspirational clothing and beauty look, for the hair at Preen Eugene Souleiman created a simple yet otherworldly style for the AW18 show.

Eugene was inspired by the raw textures of the fabrics in the collection and created a hair look that is imperfectly perfect. He explained: “This look is about enhancing imperfections and not torturing the hair, allowing it to do more of what it wants to do.”

He continued: “The inspiration for the hair is sea anemones. We want the girls to look like they’re in water, with their hair looking otherworldly – like it is floating with zero gravity. We’re putting glitter in their hair so it’s glistening.”


For the look, Eugene used his hands in favour of brushes and combs, treating each model as an individual. To create the sea creature/ scuba diver vibe, some of the models wore hoods.

Working with the natural texture, the hair was twisted into a bun and sprayed with EIMI Ocean Spritz. “We’re going to pull hair through, so the hair’s quite flat but there’s a stringy texture that’s octopus-like.” Eugene said as he talked through the look backstage.

preen products

To finished the looks on most models Eugene created soft waves which tumbled down from under the scuba caps. “For some of the girls we’re adding movement with the ghd Gold Styler and the ghd Curve Classic Hair Tong. We’re doing pieces of hair, not the whole head, so it doesn’t feel too done. There’s a real beauty to it, it’s angelic and soft.” Eugene explained.

Preen with wella and ghd


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