The Hair Look: Fluid Power and Modern Realness – pushed-back and oblique shapes
Marking Joseph’s first return to London Fashion Week in seven years, hair embodied a refined balance between 1970s freedom and 1980s power femininity, supported by premium vegan haircare brand Authentic Beauty Concept.
Under the direction of Hair Lead Anna Cofone, the look explored the idea of a woman moving seamlessly throughout her day – from work to evening, from structure to softness – with hair that feels instinctive, self-styled and modern. The result was a pushed-back, slightly oblique shape – never sharply parted or overly precise – designed to feel believable and lived-in. Hair looked as though it had been styled days earlier: soft, instinctive and self-assured.
Texture was preserved and elevated rather than transformed. Some models wore their natural hair down with subtle polish, while others were styled into low ponytails at the nape to complement strong collars, layered silhouettes and structured shoulders within the collection. Type 4 textures were either slicked back into compact buns or worn in braids, creating small, powerful silhouettes that felt refined yet authentic.
Anna Cofone, Global Creative Advocate for Authentic Beauty Concept and Hair Lead for the show, explains:
“The inspiration for the hair was a blend of ’70s freedom and ’80s power femininity. The ’80s power comes through in that pushed-back, slightly oblique shape – we didn’t want a sharp parting, it had to feel like she’d had her hair done three or four days ago. She’s someone with a high-flying job, she parties, she goes for long walks – there’s a realness to her. We played with individuality too; some girls wore their natural texture down, others in low ponytails, and our Type 4 models are either slicked back or in braids. It’s this super effortless, modern woman who loves the ’70s and the ’80s, but is completely her own person.”
Step by Step – Natural Texture/Down Styles
Prep
Depending on natural texture and hairline, choose either a soft middle part or a gently pushed-to-the-side parting – it should feel natural and instinctive.
Mist Authentic Beauty Concept Hydrate Spray Conditioner through the mid-lengths and ends to restore moisture and softness without weight. Apply Authentic Beauty Concept Flawless Primer where smoothing or light stretch is required.
Style
Create a groomed but undone shape. Use flat clips to softly place the hair, maintaining detail and natural movement around the face. Use fingers to twist and encourage natural bends and movement, maintaining softness around the face. Avoid sharp lines.
For high necklines, gather hair into a low ponytail at the nape and wrap with a section of hair for a clean finish. For Type 4 textures, slick hair back close to the head and form a refined bun at the nape, keeping the silhouette compact and polished.
Use a light touch of Authentic Beauty Concept Flawless Primer for control or Authentic Beauty Concept Salt Spray for grip on very clean hair.
Finish
Apply Authentic Beauty Concept Airy Texture Spray to introduce lift and breathable movement.
Use Authentic Beauty Concept Hand & Hair Light Cream with Authentic Beauty Concept Pliable Paste to define select pieces and add soft control, ensuring the finish remains touchable and modern.
Step by step – Sleek bun
Prep
Stretch the hair using Authentic Beauty Concept Hydrate Spray Conditioner to soften and prep the texture. Work section by section, applying Authentic Beauty Concept Glow Spray Serum before smoothing with straighteners to refine and “flatten” the shape.
Styling
Apply Authentic Beauty Concept Solid Pomade at the root area for added control, hold and sleekness. As you move upward, use barber tape and French clips on sections already straightened to maintain a small, compact silhouette.
Finish
Apply further refinement with Authentic Beauty Concept Working Hairspray to secure the silhouette while keeping it sleek. Tie hair into a ponytail with an elastic. Apply Solid Pomade through the ponytail, twist into a bun at the nape, and pin into place.