LFW AW26: Erdem x Kevin.Murphy
Eugene Souleiman, KEVIN.MURPHY Pro Ambassador, translates The Imaginary Conversation into textured, romantic realism.
Hair, directed by KEVIN.MURPHY’s Pro Ambassador Eugene Souleiman, became a quiet yet essential part of that dialogue.
The approach rejected uniformity in favour of individuality — each model styled to feel like herself, not a version of someone else. Texture replaced polish. Movement replaced rigidity.
The result was romantic yet grounded, wispy yet deliberate — a lived-in realism that allowed character to lead.
“The hair was really interesting, because the show itself was really about this idea of the imaginary conversation and thinking about all these muses from the last 20 years, cutting things up, mixing things together. And really, when we were trying to figure out the hair, which is such an important part of everything, we were kind of obsessed with the idea of every girl looking like an individual and really looking like herself,”
– Erdem Moralıoğlu.
“For the hair there was this idea of something that felt like there’s a texture to it, something kind of romantic to it, a wispiness to it. But also, each girl was very much their own person, their own character. So, it was really about that sense of individuality and Eugene really played that in a beautiful way,”
– Erdem Moralıoğlu.
With models of varying ages, textures and backgrounds, Souleiman resisted the idea of uniformity. Instead, he focused on enhancing what already existed.
Freshly washed, air-dried hair was lightly misted with water before KEVIN.MURPHY ANTI.GRAVITY was sprayed from a distance, allowing the product to settle gently onto the surface.
The technique enhanced movement and lightness without visible styling — encouraging curls to expand, straight hair to sharpen, and pulled-back styles to feel effortless rather than constructed.
For selected looks, KEVIN.MURPHY POWDER.PUFF was diffused sparingly at the roots, creating a soft haze and subtle porosity, adding dimension without weight.
The finishing touch was intentional imperfection.
“I always like there to be something in the hair that isn’t too perfect,”
– Souleiman.
KEVIN.MURPHY products feature high performance, environmentally friendly formulas. For more info please visit www.kevinmurphystore.com.
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