Got Any ID..........? Yes We Have!

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When Simon became one of the first L’Oreal ID Artists ten years ago, it changed his professional life. Now SWH Team are proud to announce Senior Stylist and Colourist, Patrick Matthews has joined the ID ranks.

This week SWH Team Senior Stylist and Colourist, Patrick Matthews, auditioned for the ID Artists up in London, with the gorgeous Yasmin Devonport as his model.

The three minute presentation of Patrick’s mood-board and model look was inspired by new young London designers like Nasir Mazhar, worn by Rita Ora, for whom street-style, branding and bling is key. His intricate ‘braiding with attitude’ was on-trend for the catwalks of Fashion Week 2014/15 and well-practised, as he’s styling on the Mazhar London Men’s Collections show and after-party this weekend alongside SWH Artistic Director, Simon Webster.

Competition was stiff over the two days of auditions where only two stylists were successful, but the panel of four L’Oreal ID judges gave him a unanimous yes, and on Friday we learned the fantastic news that he’d won one of the industry’s most-coveted roles; a place on the L’Oreal ID Team.

Over the coming two years he’ll be presenting editorially-inspired cuts and styles to hairdressers and trainees all across the country and eventually internationally. But never fear, ID Artist or not, he’ll be staying at Simon Webster Hair and will still available for his usual appointments.

Well done Patrick! You smashed it!

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