Hair lead Adam Garland creates both graphic structure and feminine braids for Erdem SS25 using Authentic Beauty Concept.

Erdem’s Spring Summer 25 collection is inspired by Radclyffe Hall’s novel ‘The Well of Loneliness’ first published in 1928, and banned from circulation before the end of the year. It tells the story of Stephen Gordon, a woman living as a man, and her relationship with Mary Llewellyn. Erdem explores the push and pull of masculine and feminine dressing and identity. Today ‘The Well of Loneliness’ is lauded as a queer tract of enduring relevance, relatable to new audiences exploring the boundaries of gender, self-expression and love.

Hair lead, Adam Garland, brought his stylistic mastery to the show using premium vegan haircare brand, Authentic Beauty Concept to demonstrate the play on masculinity and femininity across the hair for the show.

“To demonstrate masculinity we kept everything very graphic, constructed and with sharp angles and then incorporated the softness of a braid to express femininity. Erdem focused on playing with structure in the clothes, so it was important to reflect that with the hair too. The main look is a strong side-part, creating a graphic, masculine silhouette. The hair is strict and tight at the top, which cascades down into a braid adding that feminine touch. We used the Authentic Beauty Concept Working Hairspray, which also has great heat protection and allows me to make adjustments later. Just before the models took off down the runway, we touched up with Pliable Styling Paste. The texture is creamy and soft, adding that final element of sheen,”- Adam Garland, Global Creative Advocate for Authentic Beauty Concept. 

Step By Step X Authentic Beauty Concept

• Prepare the foundation using Flawless Primer to ensure a smooth glossy and healthy finish with structure and hold.

• Apply Working Hairspray to manipulate and mould the hair.

• Establish the parting, use Amplify Mousse, Pliable Paste and Working Hairspray to create a structured glossy feminine low braid.

For more info visit www.authenticbeautyconcept.co.uk