Joseph DiMaggio used the new L'Oreal Professionnel TRUE GRIP to create his "Feminine Tomboy" for the Timo Weiland F/W 2013 collection shown in New York today at Mercedes Benz Fashion Week. "It's an effortless, look," he told Modern as he put the finishing touches on a model. "She is that girl who just wants to relax after an intense work week. It's a beach wave...but a beachy wave isn't necessarily curly."

It's amazing how much work goes in to creating the movement. DiMaggio and his team generously apply a combination of True Grip (a voluminzing texturizing powder) blended with Volume Expand from roots to ends. After some prepping, sections are pressed in S waves (Joseph uses the Epic ONE iron). More True Grip is placed thoughout the hair, concentrating from mids to ends.

"Keep it simple," says DiMaggio. "Not so glam...."

Here are 2 videos.  The first is DiMaggio breaking down the look, and the second is the full Timo Weiland show, from start to finish....from my seat.

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