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| October 21, 2020

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Joanne Charlton

It was all braids, undone waves and loose texture when Fudge Professional sent a team of stylists to create the stunning hair on this year’s catwalk at Pure London.

Taking place at Olympia Grand, Pure London brings together the UK’s new fashion designers and buyers, serving as a platform for tomorrow’s big names in fashion. With up to six catwalk performances each day, there was a lot of hair to be styled, with Bohemian chic the order of the day.

Led by session stylist, Magdalena Tucholska, the hair team created loose, un-done waves with lots of texture. Braids at the front added interest while keeping the look on-trend. “The biggest challenge at Pure London is maintaining the hair – the Fudge Professional products gave us that soft texture we were after, as well as the hold factor,” says Magdalena. “My favourite product is the Fudge Professional BIG HAIR Think Big Texture Spray as it was ideal for backstage touch ups.”