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Electric x Hemyca, LFW AW15

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Led by creative director Mark Woolley, the Electric art team went backstage at London’s ME Hotel to style the hair for Hemyca’s AW15 Collection, ‘Decrypt’, at London Fashion Week.

A special effects team worked with designers, Helen Clinch and Myra Nigris, on the show that fused fashion and digital innovation. The title of the collection, ‘Decrypt’, was all about de-structuring and de-coding to find individual style, so the hair was designed to showcase that with a lightly disheveled look complimenting the structured look of the clothes.

Prepping and styling models with the Electric range, including the brand new e.Spray, due to launch this spring, Woolley commented: “I think the natural textures we put into the hair just gave it a very soft finish. We were able to undo and get the hair falling naturally into place.”

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