Day 2 - London Collections: Men's SS18 St. James

Posted on 21 May 2020

June 10, 2017

Backstage at London Fashion Week Men’s Jermyn Street SS18 show with International Artistic Director Jon Wilsdon and the label.m Session Team using the award-winning professional haircare range label.m 
St. James Celebrates the Best of Jermyn Street

The Collection 

As part of LFWM there were  four shows on Jermyn Street showcasing the wealth of menswear to be found in St James’s and celebrating the area as a style hub in the capital. The day’s opening show at 11am  highlighted the one-of-a-kind menswear offering to be found in St James’s.

From heritage brands such as Turnbull & Asser, New & Lingwood and Lock & Co, to contemporary, newly-arrived names such as Tiger of Sweden, Paul & Shark and Sunspel, the show was a presentation of SS17 in see-now-buy-now format. 
The Hair

As the show involved many designers from Jermyn Street, working with each model’s natural texture was key. If hair was straight products such as Deconstructor was used to separate and exaggerate, if hair was curly it was more about softening it up with label.m Leave-In Conditioner and then adding a matt effect with label.m Matt Paste.
Get the Look

1.    Apply label.m Leave In Conditioner to soften hair
2.    Use label.m Volume Mousse to add texture
3.    Slowly diffuse to give natural movement
4.    Work in label.m Matt Paste to encourage separation
5.    Finish with label.m Hairspray to hold


label.m Leave In Conditioner
label.m Matt Paste
label.m Diffuser
label.m Large Wide-tooth comb
Art Team Top Tip 

Don’t try to over-style the look, stick to your natural texture and create your own version of this style.
Hairstyling by label.m Session Team using label.m Professional Haircare

label.m is available in all label.m, essensuals and Concept salons nationwide and online at

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