Electric x Hemyca, LFW AW15

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.”