Wella Professionals partners with globally renowned designer Victoria Beckham at Paris Fashion Week

Wella Professionals has partnered with Victoria Beckham at her SS24 show at Paris Fashion Week and the big hair story was undoubtedly healthy, luxurious, shiny hair. So, when one of the world’s most iconic fashion designers, Victoria Beckham, selected a haircare brand to partner with, she wanted a range that would repair the hair from the inside out and create a perfect blank canvas for the hair team to get to work on.

Two of the Wella Company’s leading global brands, Wella Professionals and ghd, were the perfect duo to sponsor the Victoria Beckham SS24 show. Leading session stylist Anthony Turner headed up the hair team, who were required to create luxurious, healthy hair looks, and chose the Wella Professionals Ultimate Repair range to do just that.

One of the biggest challenges for any session stylist is to create hair that fits the designer’s brief, on hair that’s often over processed and damaged. Ultimate Repair is a game-changer, with patented technology that rebuilds bonds on the inside and replenishes hair on the outside, delivering 99% less breakage* and 12x smoother hair* in 90 seconds . Making it the perfect partner for Victoria Beckham’s SS24 show.

This is a Wella story through and through: building on Wella Professionals’ 140 years of colour, styling and care excellence, the partnership solidifies Wella Professionals’  position as the go-to brand of choice for discerning stylists and consumers everywhere.

Victoria Beckham said: “The hair look this season is androgynous and confident. I wanted the hair to feel effortless and rebellious, turning the idea of femininity on its head and complimenting each of the girls’ strength. Using Wella Professionals and the new ghd duet style, we created the look to really work with the proportions and fluidity of the collection in an elevated way.”

With high end luxurious hair at the forefront of Anthony’s brief, there was only one range he needed: Wella Professionals Ultimate Repair. “I always recommend Wella Ultimate Repair. I’ve been wowed by the Miracle Hair Rescue. It’s been a game changer for dealing with-over processed hair.” Call it bold luxury, call it done-undone beauty, but there was definitely a wider movement on the runways of Paris that’s seeing strong, glossy hair as the ultimate luxury accessory.

For Victoria Beckham’s SS24 show, Anthony Turner created expensive looking hair looks using Wella Professionals Ultimate Repair Miracle Hair Rescue. This lightning-fast treatment with patented technology repairs hair damage, resulting in stronger, smoother and healthier hair. Wella Professionals Ultimate Repair rebuilds bonds on the inside, then replenishes hair on the outside, delivering 99% less breakage* and 12x smoother hair*.

Anthony Turner said: “Victoria wanted a hair that didn’t conform… a hairstyle that was effortlessly feminine and something that competed the collection’s proportions. We used Wella Professionals Full Volume Foam and Sugar Lift to add structure, Mystify Me strong hairspray for hold and flowing from crème for shine and texture. We used the GHD duet styler to smooth the hair.”

Anthony’s step by step to creating fashion week worthy hair:

Step 1

Anthony transforms tired-out tresses with the rejuvenating power of ULTIMATE REPAIR—a range dedicated to care and repair. And when it comes to Anthony’s ultimate hair care essential, look no further than the miraculous ULTIMATE REPAIR Miracle Hair Rescue leave-in treatment: delivering 12x smoother hair in only 90 seconds.**

Step 2

“Use a soft bristle brush to help get the hair nice and flat and use elastic not a hair band to tie the ponytail for tension.”

Step 3

“On damp hair use Wella Professionals EIMI Sugar Lift and EIMI Extra Volume Strong Hold Volumising Mousse… comb in a very low strong side part. Dry hair with the ghd Duet Style in sections working from the bottom to the top of the head.  Once hair is dry use a soft bristle brush to brush hair flat with the hairline directed slightly back.  Then, secure with elastic into a low ponytail at the nape.  Use EIMI Mistify Me Strong Hairspray to secure fly always and EIMI Flowing Form Crème on the ponytail to smooth and shine.”

 

*when using Ultimate Repair step 3, vs non conditioning shampoo

** Instrumental test versus non-conditioning shampoo

 

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