L'oréal professionnel showcase new season trends with malcolm edwards

Hosted at the decadent Quintessentially London headquarters in Portland Place, London, the event saw Malcolm talk through catwalk trends and style models for an enraptured audience of hair and beauty press.

"Whether it's a show I'm working at, or one that I'm watching, I love to see the trends in hair emerging through the shows," he said. "As always there was lots of variety, but I have chosen nine key looks that inspired me and will inspired the trends of the season."

Malcom's nine key looks were;

"Like any good classic in literature, there are hairstyles that are simply, well, classic! This season saw many takes on some fantastic classics, from Russian tsars to Japanese geishas to classic Greek history."

As seen at: Temperley, Pucci, Missoni, Fashion East

Key product: L'Oréal Professionnel tecni art Fix Design 

"Think lift, volume, curves and contours because this is one trend where size really matters. Create lots of voluptuous volume with buckets of energy and then top it off with this season's coolest accessories."

As seen at: DSquared2, Carolina Herrera, Osman, Oscar de la Renta

Key product: L'Oréal Professionnel tecni art Bubble Souffle

"This trend is more about a texture than a style. It's about creating a halo, back-lit effect with your hair. Create lightness and a candy-floss feel with the all-important matte texture. Experiment with twists and rolls and sleeps on them. Remove in the morning to create interesting movement and a hint of wistful wisps."

As seen at: Vivienne Westwood, Mulberry, Mark Fast

Key product: L'Oréal Professionnel tecni art Super Dust

"This trend requires a super-slick attitude to styling and a need for high shine. Smooth hair over from a side part, wear loose or secure tightly. The look can be quite fierce with a tight slick look or a softer wet look."

As seen at: Christian Dio, Anna Sui, Holly Fulton, Victoria Beckham

Key product: L'Oréal Professionnel tecni art Liss Control

"Fringes will never go out of fashion and this season they returned in force with variations to frame all face shapes. For the brave, the short, blunt, mid-forehead fringe - for the slightly more cautious, an eye-skimming softer look or a rounded cut to soften the look."

As seen at: Versace, Elie Saab, Proenza Schouler, Marni

Key product: L'Oréal Professionnel tecni art Iron Finish

"Who cares what the rest of your hair is doing, get out your sectioning comb and create a panel to take back from your face. This backswept central section is AW's hottest ticket to face-framing. Balance a strong jaw line by taking the central panel back to create a fierce, warrior-like power that we're calling ninja chic. For those with a high forehead, soften the lengths with some va-va-voom and channel the glamour of a young Bardot."

As seen at: Versus, Issa, Rochas, Narciso Rodriguez

Key product: L'Oréal Professionnel tecni art Constructor

"Long looks may have ruled the catwalks for the last few seasons, but come AW shorter styles are set to stage a comeback. Inspired by model-of-the-moment, Arizona Muse, this is about embracing a new kind of strong femininity. This look has been lead by the girls rather than the designers. Pick the right products and use them effectively to rock our shorter styles, but still keep it pretty."

As seen at: House of Holland, Michael Kors, Matthew Williamson

Key product: L'Oréal Professionnel tecni art Metallic Gloss

"Forget natural and go for broke as bold flashes of bright colour get sliced into styles for hair's answer to graffiti and iconoclastic street art. Go bright by adding a slice of two underneath your style at the nape which gives a flash of the trend when you are feeling daring."

As seen at: Jeremy Scott, Prada, Alexander McQueen, Commes des Garcons

Key product: L'Oréal Professionnel Série Expert ChromaCare Conditioners

"With caps, cloche hats, military styles, turbans, headbands, clips, bands, slides and ribbons bobbing down the catwalks, anyone who's anyone will be going out in headgear."

As seen at: Alice Temperley, Burberry, Marc Jacobs, Ralph Lauren, Giles

Key product: L'Oréal Professionnel tecni art Air Fix

The event also served to introduce guests to London Addixion, a limited edition styling range with packaging designed by Central Saint Martins graduate, Isabel Eeles, and campaign images created by Malcolm. 

Inspired by London cool, the unisex trio of products promise to create individual, creative looks packed with texture. "London has always been a mecca for misfits," said Malcolm. "It's a place for those that go against the grain and are brave enough to have fun with their style rather than conforming. I love seeing girls on the underground at tush hour getting their looks on and doing little things with their hair. That kind of brave, nonchalent attitude is what we were trying to create."