Schwarzkopf Professional at London Fashion Week Men’s

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Schwarzkopf Professional collaborated with hairstylist Federico Ghezzi from Saint Luke Artists for the Bethany Williams SS 2020 collection at London Fashion Week Men’s.

Winning the Queen Elizabeth Design Award last year, Bethany Williams presented her latest collection ‘The Butterfly Café’ for SS 2020 in the beautiful surroundings of the Garden Museum. Her new collection has been inspired by her work with ‘Spires’, a South London based charity that helps hundreds of homeless and disadvantaged people all year round. The collection focuses on the female only ‘safe space’ where Spires’ female staff and volunteers offer a consistent and long-term approach to each woman who comes to the Spires centre for help. Open to vulnerable, socially isolated women and women engaged with sex work; Spires completes a holistic assessment of need and a care plan for each client. 20% of the profits from the sales of The Butterfly Café collection will go to the charity.

Bethany’s work brings into sharp focus some of the country’s most difficult problems, from homelessness to domestic abuse, but her work is much more than social commentary. Her ethos is one of collaboration – where social and environmental concerns go hand in hand; she embeds herself within communities from charities to prisons, to provide meaningful employment and create engaging and empowering opportunities to create positive change.

Styling the hair and using Schwarzkopf Professional to ‘get the look’ was Federico Ghezzi from Saint Luke Artists. Born in Tuscania, Italy, Federico undertook hairdresser training in Florence before opening a successful salon in Milan. Whilst at the top of his game in the salon industry, Federico decided to pursue his passion of session styling and joined the show team of renowned stylist Eugene Souleiman, with whom he worked with for ten years before focussing on his freelance career.

Federico’s elegant and timeless work has featured in editorial titles such as Italian Vogue, Gentlewoman, Love & Pop, and commercial clients include Adidas, Givenchy, & Other Stories, Margaret Howell and Stella McCartney.

Look One
  1. Section the hair in square sections of 2 and half centimetres
  2. Then with each of these square sections split into two, create two mini ponytails
  3. Extend the mini ponytails with Afro hair extensions, attaching to the real hair with elastic and then rope braid all together all the way to the end and secure with elastic. We covered the base of the dreadlocks with a little veil of natural hair
  4. Each Dreadlock is prepped with OSiS+ Dust it, with the base of the dreadlock fixed with OSiS+ Session Label Super Dry Fix and then finished with OSiS+ Refresh
Look Two:
  1. Lightly backcomb the roots and fix the hair with OSiS+ Dust It
  2. Apply a generous amount of OSiS+ Texture Craft on the lengths of the hair
  3. Then simply shape with your hands and finish by spraying all over with OSiS+ Session Extreme Hold Hair Spray



Look Three:
  1. Following the haircut of the model, we created a very lived in textured, oily yet matte look. It needed to have a wet look without the shine
  2. First, we applied OSiS+ Dust It to create the texture, from the roots to the ends, massaging and rubbing it in to the hair to create movement
  3. Then we finished with some OSiS+ Soft Glam Polish Elixir mixed with the OSiS+ Dust It. This gives the oily look without being shiny

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