London hairdresser Loretta Karam-Smith teams up with Fudge Professional for London Collections: Men AW15
As an ambassador for the brand, Loretta styled for the VIP front row guests, along with helping the Fudge Professional creative team create the looks for the runways.
LC:M AW15 marked the fifth season that Fudge Professional collaborated with the British Fashion Council as the official styling partner for the men’s collections. As the official hair partner, Fudge Professional once again hosted its dedicated pop-up salon, The Fudge Fix, managed by the Fudge brand ambassadors.
Here, Karam-Smith showcased her talent by using Fudge Professional products to transform a model’s hair with a stunning braided up do with added copper coloured extensions running through it.
In addition to working at The Fudge Fix, Karam-Smith was invited to assist backstage at the Mathew Miller, Lee Roach, Craig Green and Katie Eary shows.
John Vial, Fudge creative director, commented: “We have a significant presence at LC:M AW15, so it’s great to be able to call upon our Brand Ambassadors and share the unique experience with them. We were really grateful for Loretta’s help and enthusiasm at both The Fudge Fix pop up, and backstage at the men’s shows. The success of this season is equally down to the hard work put in by our brand ambassadors as it is the Fudge Professional team.”
Karam-Smith commented: “I really enjoyed LCM this season. We had such a variety of people coming through the doors at The Fudge Fix day – it was great to reach out to a new audience to showcase what we can do. I really enjoyed the buzz backstage and it was great to be able to work alongside some of the industry’s top talent.”
Throughout the four-day event, Fudge Professional also sponsored and styled seven fashion shows including Christopher Shannon, James Long, Matthew Miller, Lee Roach, Belstaff, Craig Green and Katie Eary.