wet look hair at aw20 proenza
Fashion Week Hair Trends

In Case you Missed it Wet-Look Hair is Bigger Than Ever for AW20

by kieran / last updated February 21, 2020

Wet look, slicked hair has recently been making waves at both New York and London fashion weeks for the AW20.

The old favourite has been revived for this season with many fashion houses opting for the pared back to offset the more in-your-face patterns, colours and textures of the clothes. To keep the look dynamic, across some shows a few strands of hair were left swept across the forehead or framing the eyes.

Below, we break down the shows so far where the look was sported on the catwalk and share how you can recreate the styles for anything from session work to shooting collections.

Hair Inspiration for Proenza Schouler – New York

Redken global creative director Guido Palau explains that the look (pictured above) was inspired directly by the 1990s, lending a masculine aesthetic to the structure of the face, especially due to the choice to work on shorter hair. As a means of keeping it somewhat messy, obvious comb marks and a few straggling hairs are used tactically.

The Proenza Schouler how-to

1. Start with clean, freshly-washed hair.
2. Prep hair by working a palm-sized amount of Redken Guts 10 throughout the crown of your head.
3. Blow dry hair using a round brush for added volume.
4. Once hair is fully dry, take a heavy amount of Redken Hardwear Gel 16 and start working it in
sections of your hair at the crown using a wide-toothed comb, intentionally leaving the marks and
squaring off the shape for a masculine effect.
5. Continue working the gel down your lengths and ends.
6. Once your first layer is done, add a layer of Redken Guts 10 throughout your lengths and ends.
7. Continue layering the two products until you’ve reached your desired effect.
8. Clip hair close to your head shape on each side above your ear and allow it to set.
9. Once hair has fully set, remove the clips.
10. Spritz a few spritzes of Redken Shine Flash 02 throughout the whole look for a glossy effect.
11. If needed, add a few spritzes of Redken Triple Pure 32 Hairspray throughout the whole lookd for
added hold.

Hair Inspiration for Wen Pan – London

wet look hair at aw20 wen pan

International artistic director, Cos Sakkas and the Toni & Guy Session Team took the show’s inspiration of the end of a flower market on a wet day to really create the full hair look. The veil at the front represented the rain, the slicked back hair and comb marks to reflect the stalks of the flowers and the undone section at the back embodies the end of a busy day through a distressed texture.

Tips for recreating the Wen Pan hair look

Top Tip 1: Apply label.m Leave-in Conditioner before applying label.m Gel for a wet look with extra moisture
Top Tip 2: Use a wide tooth comb to create the rake marks then clip in place for added definition
Top Tip 3: Divide the back section into four braids and allow to them to set before removing for a boho style curl.

Hair Inspiration for Charlotte Knowles – London

wet look hair at aw20 charlotte knowles

Aiming for a look that was “beautiful but edgy with hidden depths,” L’Oréal Professionnel’s Shiori Takahashi created a look that’s all about the gel – slicked back but working with the hair’s natural texture.

“It’s a sleek and sophisticated look but there’s hidden spikes going on within the hair to hint at the strength of the girl,” says Shiori.

The Charlotte Knowles how-to

1. Push the hair back from the face using L’Oréal Professionnel Tecni.art Pli to prep the hair if required.
2. Smooth L’Oréal Professionnel Tecni.art Fix Max throughout the hair so it’s slicked back and supercontrolled.
3. Separate small pieces and twist with L’Oréal Professionnel Tecni.art Fix Max to create defined ‘spikes’ randomly throughout the hair for a strong feminine touch.
4. Depending on individual hair texture, comb the ‘spikes’ straight, or create separated strong twists.
Pro Tip: Use the L’Oréal Professionnel Tecni.art Fix Max to manipulate the texture. Comb through if you want super sleek shine, or twist for more of a defined curl.

Hair Inspiration for Erdem – London

wet look hair at aw20 erdem

For Erdem’s show this year Anthony Turner styled the high-shine look into modern-day finger waves using L’Oréal Professionnel and finishing with silver bobby pins, with seven silver cropped bobs pre-styled with S-shaped bends. Anthony aspired to give a masculine-feminine take on the classic 1920’s Cecil Beaton look.

“It’s a 1920’s style with a futuristic twist. The high-shine, helmet-like finish stops it from looking like a costume drama,” Anthony commented.

The Erdem how-to

1. Comb hair into a low, side parting – left to right – and apply about half a tub of L’Oréal Professionnel Tecni.art Fix Max to the top of the head.
2. Using a tail comb, shape one single finger wave into the front so it resembles a brush stroke.
3. Add a silver bobby pin before the first loop to secure the finger wave and add a contemporary twist.
4. Gently diffuse the top of the head to ‘bake in’ the Fix Max gel and set the style.
5. Secure a strict, low pony in the nape of the neck with elastic.
6. Apply heat to the ponytail with a precision nozzle for a super-sleek finish and smooth L’Oréal Professionnel Mythic Oil on the ends for shine so it marries with the top of the head.
The Pro Tip: To achieve a finger wave with staying power, use lots of product – L’Oréal Professionnel Tecni.art Fix Max – and set the gel for 15-20 minutes with a diffuser to really set the style.

Images courtesy of Toni & Guy, L’Oreal Professionel and Redken

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