Joico aligned with fashion designer Rebecca Vallance as official haircare sponsor for her Spring/Summer 2016 Collection showcased at New York Fashion Week. Joico created all the hair looks with a team headed byJoico Celebrity Hairstylist and Spokesperson Paul Norton, whose high profile clients include Gina Rodriguez and Robin Wright. During the partnership, Joico will also work with the Australian fashion designer to create the hair-looks that will grace the model images of her look-books.

The show, titled POP NOIR took place  September 10th 2015 at The Space At Skylight Clarkson Square in New York. POP NOIR explores the juxtaposition between Hollywood’s Film Noir and the pop culture of the 1970’s.

Norton's designs started with very smooth hair at the crown of the head, moving into adding texture and volume, starting mid-length.

Get the Look:

STEP ONE: The foundation of the look is hair that is rich in color and luminosity. Norton used Joico color-infusing/balancing shampoos and conditioners to get vibrant hair color and shine.

• Brunettes try Joico’s Color Balance Blue to help prevent or correct brassiness

• Blondes try Joico’s Color Balance Purple to help boost shine and correct any developing orange tinge

• Redheads try Joico’s Color Infuse Red for longer lasting, rich color

STEP TWO: Once hair is washed, prep damp hair with Joico’s Heat Set focusing on the roots. Distribute evenly throughout the hair. This helps to reduce drying time, de-frizz and allows for great weightless styling control.

STEP THREE: Using a round brush, blow-dry hair starting from the roots, angling the nozzle downward so hair is ultra-smooth and flat at the crown. Follow-through to the ends, rounding under slightly.

STEP FOUR: Once hair is dry, spray the hair with Joico IronClad and flatiron starting at the root area down about 2 inches.

STEP FIVE: Using a large curling iron or a wand, curl 1 inch sections of hair away from the face. The curl should begin several inches away from the root (avoiding the area that was previously flat ironed) and continue through to the ends.

STEP SIX: Once hair is curled, use a large paddle brush and vigorously brush through all of the curls, to create a super glamorous full and bouncy wave.

STEP SEVEN: Finish the look using Joico’s all-star Hair Shake. Start from the bottom and work your way up to add instant texture and volume. Section out the hair and lightly finger backcomb the hair, so it stacks on top of itself to fill out the ends.

STEP EIGHT: For the final step, tilt head back allowing the hair to dangle down freely and set the style with Joico’s Flip Turn hairspray for added body and flexible hold.