M&S made its London Fashion Week debut at the Design Museum, marking 100 years since the retailer began selling clothing. Alongside 59 womenswear and menswear looks, the show brought together famous faces including Lara Stone, Erin O’Connor, Jodie Kidd, Karen Elson and Lennon Gallagher.
Hair was led by legendary hairstylist Sam McKnight, who created a series of relaxed looks designed to complement the individual models rather than make everyone appear the same. “For their first LFW show, I wanted to strip away the artifice and celebrate the models’ individuality,” said McKnight.
“Cool, effortless hair without trying too hard. We worked with each model’s natural hair, their texture, movement and character, enhancing rather than imposing. The result is hair that feels lived-in, individual and modern.” The three main looks included loose twists, natural waves and full, textured curls and coils, so there’s something to suit everyone.
Sam McKnight for M&S
The Twist
For the show’s relaxed updos, the team misted Superlift through the roots before blow-drying the hair back and away from the face. Hair was then secured in a mid-height ponytail, with Cool Girl Texture Mist added through the lengths for grip. The ponytail was twisted into an intentionally loose shape and pinned into place.
Cool Girl Hair
Fine hair was prepared with Cool Girl Body Volumising Cream before being blow-dried for added body. A soft bend was then created with curling tongs, alternating the direction of each section to avoid a uniform finish. Modern Hairspray was used to hold the shape without making the hair appear too polished.
Sam McKnight for M&S
Texture Rich
Natural curls and coils were refreshed with Cool Curls, then dried with a diffuser to build volume. Easy Up-Do Texture Spray was added through the lengths for extra texture and lift. The undone hair offers a relaxed contrast to the collection’s sharp tailoring, lingerie-inspired pieces, tactile knitwear and statement outerwear. Like the clothes, it was styled to feel modern, wearable and easy to make your own.
by Felicity Carter