Schwarzkopf Professional Brings Runway Hair to Life at London Fashion Week AW25 

Schwarzkopf Professional UK Ambassador Philipp Haug (@philipp_haug_london), and a team of exceptionally talented stylists worked their magic backstage at London Fashion Week, creating show-stopping hair looks for three incredible designers: E.L.V. Denim, Malan Breton, and Edeline Lee. 

With a legacy of excellence in colour, care, and styling, Schwarzkopf Professional continues to lead the way – both in salons and on the runway. Their exclusive SESSION LABEL range was the secret behind this season’s trend-setting styles, helping to transform hair into high-fashion statements.

Guiding the backstage team, Philipp worked closely with Schwarzkopf Professional’s salon network to deliver show-stopping, wearable glamour. Here’s a behind-the-scenes look at how they turned runway dreams into reality:

E.L.V. Denim: Embracing Natural Texture 

“For E.L.V. Denim’s designer, Anna Foster, it was essential to celebrate the natural shapes and textures of each model’s hair. Our challenge was to refine and elevate those textures while maintaining a raw, organic feel. Working with natural hair texture is one of the most technically challenging aspects of hairstyling, but when done right, the result is effortlessly chic.” – Philipp Haug 

How They Achieved the Look: 

1. Applied THE MOUSSE to the hair’s surface, scrunching it in to reduce frizz and enhance natural waves or curls. 
2. Next spritzed THE SALT into the hair to build movement and definition before lightly diffusing. 
3. Finished with FIBRE CLINIX Light Oil for a polished sheen and to smooth any flyaways. 

Malan Breton: Glamour with a Modern Edge 

“For the Malan Breton show, we wanted the hair to complement the glamour of the catwalk while keeping it fresh and modern. We created a ‘half-up, half-down’ style, ensuring the hair stayed away from the face to allow full focus on the clothing.” – Philipp Haug 

Step-by-Step Styling: 

1. Prepped hair with THE MOUSSE for structure and hold before blow-drying. 
2. Sectioned the top of the hair and backcombed for volume, securing with THE FLEXIBLE hairspray for a natural hold. 
3. Tied the top section into a ponytail and twisted it to create height. 

1. Used tongs to curl the remaining hair in a uniform direction, then lightly brushed out for a seamless wave. 
2. Finished with THE COAT shine spray for a luminous, high-gloss effect. 

Edeline Lee: Strength and Drama in Motion 

Edeline Lee’s presentation was unlike anything seen before – with performers dressed in her designs breaking out into a breathtaking choreographed fight scene. 

“We wanted to bring that fighting spirit into the hair to match the performance. A sharp centre parting added strength, while sleek, exaggerated ponytails created a dramatic, high-impact look.” – Philipp Haug 

How Philipp and Team Achieved the Look: 

• Prepped hair with THE MOUSSE, then blow-dried smooth. 
• Used THE STRONG hairspray to sleek hair back off the face. 
• Gathered hair into a ponytail at the back of the head. 
• Wrapped and secured an extended hairpiece around the ponytail for added length and drama. 
• Finished with THE COAT shine spray for a polished, high-fashion finish. 

Empowering Stylists Behind the Scenes 

As the official hair sponsor, Schwarzkopf Professional offered invaluable opportunities for salon stylists to gain hands-on backstage experience, refining their skills and deepening their understanding of fashion-focused hairstyling. 

“This was my first time working at London Fashion Week, and it was incredible to see what goes on behind the scenes to bring these looks to life! It’s been busy, but Philipp’s leadership kept everything calm and seamless and was really reassuring.” – Meredith McConaughey, Designer Stylist at Daniel Granger Hairdressing.