Three-time winner of Northern Irish Hairdresser of the Year, Paul Stafford performed in front of thousands at this year's Alternative Hair Show in London on behalf of Denman.

The segment that he collaborated on, called Outcasts, was punky, playful and exuberated Rock 'n' Roll vibes. According to a release, the audience went wild, cheering as his models danced "wildly through the recognizable terrors of life lived on the edge of society."

“We were genuinely thrilled to give Paul and his team the opportunity to be the first artistic team from Northern Ireland to present at the Alternative Hair Show," said Jonathan King, marketing manager for Denman. "Stafford Hair are great ambassadors for creative hairdressing and we are proud that they continue to represent Denman at the highest level. At the Alternative Hair Show they absolutely nailed it and we were delighted by the fantastic reaction they got from the thousands of hairdressers watching.”

Every team at the Alternative Show is self-funding, with money raised from ticket sales and donations topping £200,000 GBP. Over the past 33 years, the Alternative has raised more than £10 million GBP to fight leukemia. 

"When Denman asked me to do a segment for the Alternative I was overwhelmed," said Paul Stafford, who worked with choreographer Fleur Mellor, stylist Jamie Russell and MUA Cat Coogan. "The Alternative launched the year I entered hairdressing [33 years ago] and ever since I have dreamed of creating a show that would excite and challenge, while helping support such a worthy cause as Fighting Leukemia. It was also very humbling to be the first Northern Irish hairdresser to appear at the event."