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| April 23, 2021

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love the boys

love the boys
Joanne Charlton

As a growing arena across the hair and fashion industries, London Collections: Men proved to be a thriving showcase of what’s hot right now for the boys.

Building on its male grooming heritage, Fudge sponsored eight shows at the three day event dedicated to men’s fashion. The Fudge Fix Pop Up salons were also back in full swing styling the boys, the girls and everyone else.

It was groomed glitter at Christopher Shannon where Fudge Creative Director John Vial drew inspiration from the birth of the super club scene and the electric, vibrant aesthetic that accompanied it. At HOM by Jonathan Saunders, models looked like they’d stepped straight out of the sea, whereas at Meadham Kirchoff it was clean innocence.

Richard Nicoll pulled out an all-round more suave finish fusing sportswear and dandyism courtesy of Shon, while for Lou Dolton think eloquent male students who have been so dedicated to studying for their art degree they haven’t washed their hair all week.

Talking about the collaborations John says: “We feel all eight designers have a great affinity with the Fudge brand and we’rre truly honoured to be working with such amazing talent . What we find most exciting about working so closely with the designers is coming up with innovative ways of dressing hair to complement the collections of each designer because let’s face it – your hair is the ultimate fashion accessory that you never take off.”