Mr. Smith for London Fashion Week AW19

Supporting young talent at London Fashion Week

With London Fashion Week drawing to a close, we look back on our two major collaborations which saw Mr. Smith products used to create a range of different looks for some of the industry’s brightest new stars.

International Woolmark Prize

Mr. Smith was honoured to take the role of official hair partner for the 2019 International Woolmark Prize Final, where talented young designers from all over the world presented their work in front of a star-studded crowd.

Steeped in history, the prize has launched the careers of greats such as Valentino Garavani, Yves Saint Laurent, Karl Lagerfeld and Giorgio Armani. Today, it continues to nurture young talent, providing opportunities and resources for designers to take their brand to the next level.

Mr. Smith Creative Director Freda Rossidis led the hair team, working with the 12 finalists to help bring their visions to life using Mr. Smith products. The resulting looks were diverse: ranging from natural textures to precise polished waves. Across all the looks, Rossidis used Mr. Smith Foundation and Mousse as a base to prep the hair and provide hold and volume. Mr. Smith Sea Salt Spray and Serum were then used to enhance texture and add a healthy sheen to hair.

The prize’s judging panel was made up of industry heavyweights, who made their decision based on criteria including modernity, sustainability, and originality. UK designer Edward Crutchley was announced as the winner of the menswear award and the innovation award, impressing judges with his appreciation of artisanal textiles. American husband-and-wife duo Colovos won the womenswear award with their sophisticated take on sportswear.

Jamie Wei Huang

This Central Saint Martins graduate’s collection drew inspiration from her days as a student, channelling a range of casual “college girl” looks. Though grounded in wearability, the collection remained colourful and playful – with bright blue jumpers, oversized silhouettes and soft pink lambskin bags appearing. Hair lead Chiao Chenet created what he described as “ugly beautiful” hair. Hair was prepped with Mr. Smith Texture Spray to create a blend of natural, curly and frizzy texture, finished with Mr. Smith Hairspray then brushed out to enhance textures.

It was a true honour to work with such remarkable young talent at both events and we’re now looking ahead to our upcoming partnerships in Paris. Be sure to follow us on Instagram to see exclusive behind the scenes content from all the Paris shows.