Malcolm Edwards Presents for L'Oreal Professionnel

By Maggie Mulhern | 11/12/2010 3:36:46 PM


L’Oreal Professionnel Products invited almost 100 international beauty editors from more than 25 countries to the L’Oreal Academy in Paris to learn from famed session artist Malcolm Edwards as he transformed models before our eyes. Using the Spring Summer 2011 collections as his inspiration, Edwards offered his techniques in creating perfect, runway worthy shapes including twists, updos and ponytails. “The point of runway is to inspire,” he said to the press.

<-----Malcolm Edwards

With shocking ease and speed, Edwards demonstrated his backstage techniques re-creating looks from several categories. With each look, Edwards used a variety of L’Oreal Professionnel products including “Play Ball Texture Tonic”, Texture Expert Gelee Cashmere, Constructor, Texture Expert Smooth Essence Texture Expert Sparkling Mist and Fixing Mist 4.

Using a combination of live models and a power point presentation, Edwards showed runway finishes from each look and the representation of finished examples from top designers.

DISCO, seen at Marc Jacobs, Sonia Rykiel and Unique, “Is all about extreme textures. “Curly, full, frizz-filled with a good bounce to it.”

RETRO, seen at Vera Wang, Christian Dior, Oscar De la Renta and Moschino, is all about “haphazard hair. These looks are almost cartoon-like,” says Edwards, “but what makes them modern is their carefree spirit. It’s all about making the hair fiber, the fabric.”

SAFARI/ETHNIC styles were seen at Alexander Wang, Ungaro, Alexander McQueen, Hermes, Valentino and Givenchy. “Each look in this trend had an air of travel, adventure and ethnicity,” he says. “Like most of the other trends this season there was a nod to the 70’s and the rich glamour that went with it.”

PONY TAILS were seen at Calvin Klein, Chanel, Krizia, Lanvin, Philosophy and Celine. “The ponytail is such a flattering style, no matter which version you choose.”

BUNS were nicely displayed at Antonio Beradi, Chloe, DSquared, Gucci, Jil Sander, Salvatore Ferragamo and Versace. “This season the bun is having its moment and falling into two camps: super sleek or scruffy chic.”

TWISTS and their variations were seen at Jaeger, Kenzo and Donna Karan. “There is something very nonchalant about these looks,” says Edwards.

CHIC finishes were seen at Louis Vuitton, Prada, Yves Saint Laurent and Zac Posen. “She dances between the lines of femininity and masculinity,” says Edwards. “She oozes timeless elegance and is super chic. High shine is essential with this look.”






ABOUT THE AUTHOR: Maggie Mulhern

Maggie Mulhern is the Beauty & Fashion Director at Modern Salon magazine.


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