COMMUNITY
At the forefront of this year’s London Fashion Week for autumn/winter 2024 stood Authentic Beauty Concept, proudly partnering with our Global Creative Advocate, Anna Cofone and Global Advocate, Adam Garland. Their artistic collaboration with fashion powerhouses exemplified our shared dedication to innovation, sustainability, style and authenticity.
Anna Cofone brought her signature finesse to the runway, combining Authentic Beauty Concept's premium products with the visionary designs of Chet Lo, Holzweiler, Roksanda and Hair & Care for Sinéad O’Dwyer. Each show was a celebration of diversity and creativity, showcasing hairstyles that were as unique and authentic as the collections they complemented.
For Chet Lo, Anna crafted three futuristic hair concepts, from sleek Helmut shapes to striking spikes showcasing the efficacy of our products, such as Strong Hold Hairspray, in crafting avant-garde styles.
Photo: Rebecca Maynes Photo
The Holzweiler show saw effortless low ponytails that captured the collection's spirited essence, whilst highlighting the raw power of natural beauty. Here Anna opted for a curated selection of products that add subtle shine to the hair, including our Enhancing Water, Indulging Fluid Oil, Hydrate Spray Conditioner, Working Hairspray and Hand & Hair Light Cream.
Photo: Rebecca Maynes Photo
Roksanda's fashion show was enhanced by sleek hair looks where our Hydrate Spray Conditioner helped to add healthy, dimensional shine that captured the essence of luxury contrasted against the collection's intricate designs. For certain looks, Anna also used a combination of Working Hairspray and Amplify Conditioner to create shapes that married with Roksanda's vision for the collection, such as wide tooth comb lines, or meticulously fashioned twists.
Photo: Rebecca Maynes Photo
Most notable was the collaboration that brought together the creative vision of Anna Cofone and the Hair & Care team with Sinéad O’Dwyer and the British Fashion Council to create a fashion show accessible to all – an unprecedented step towards inclusivity and accessibility within the fashion and beauty industry, catering specifically to the blind and low-vision community. Anna adds: "it was so amazing for Hair & Care to partner with Authentic Beauty Concept on Sinéad O’Dwyer’s show. All our core values are beautifully aligned, thank you to all the team for helping to make this collaboration happen.”
Photo: Rebecca Maynes Photo
For Sinéad O’Dwyer, Anna opted for a selection of products that would aid in the creation of sculpted styles that echoed the strength and empowerment of the collection's theme. These included: Flawless Primer and Hydrate Spray to set the base, Amplify Mousse and Indulging Fluid Oil for heat-protection and moisture, Airy Texture Spray for fullness, a combination of Hand & Hair Light Cream with Solid Pomade for a smooth finish and finally a misting of Strong Hold Hairspray for lasting hold.
Enjoy step-by-step videos of Anna's shows for more insights into the innovative hairstyles.
Adam Garland's contributions to London Fashion Week were nothing short of transformative.
His hairstyling for Yuhan Wang paid tribute to the resilience of women-in-law, bringing an almost dishevelled elegance to life through wig-inspired pieces supported by a range of curated Authentic Beauty Concept products, such as Airy Texture Spray, Working Hairspray, Nude Powder Spray and Strong Hold Hairspray.
For Erdem, the 'Bel Canto Wrap' – devised by Adam and his team – captured the essence of opera legend, Maria Callas. Where Adam, "wanted to stay away from the traditional 'ballerina bun' and instead create a shape with contours, an almost conical feel paired with net hairbands for a wig-wrap feel, for a real synergy in an amalgamation of hair and beauty." Throughout the styling process, Adam used our Working Hairspray and Enhancing Water to maintain the hair’s texture and hold, ensuring the wrap remained both immaculate and dynamic.
Photo: Rebecca Maynes Photo
At Eudon Choi, the Pompeii Backcomb – a hairstyle crafted by Adam – reflected the textured layers of Pompeii's history. The key style featured an irregular parting on the left, enhanced with Airy Texture Spray to achieve a dry, dusty texture, reminiscent of the ancient city's surfaces. On the crown, Adam opted for our wet line product, such as Hydrate Spray Conditioner or Replenish Spray Conditioner to help him craft the shape – emphasising the silhouette – while Nude Powder Spray provided the finishing touch; embodying the dry, ethereal quality of Pompeii's legacy.
Across each show, Adam utilised our wide range of vegan products to achieve ground-breaking looks that harmonised with the designers' autumnal visions. Watch the step-by-step videos for each of Adam's looks for more hair artistry.
The seamless integration of Anna and Adam’s artistry supported by high-performing and sustainable products was nothing short of visionary. Caroline Schaul, Head of Authentic Beauty Concept, remarked that "the talent and vision of our Advocates, paired with our product line’s versatility, truly brought London Fashion Week's hair fashion to new heights."
As we reflect on the success of London Fashion Week, we at Authentic Beauty Concept are invigorated by the shared values and vision that continue to shape the future of fashion and beauty.