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KeraStraight does LFW!


“KeraStraight is the official hair sponsor for an entire venue; RSA (Royal Society of Arts) – The Painting Rooms. There were 5 designers in total showcasing at the venue through the day on Friday 17th.

We partnered with our global ambassadors, Trevor Sorbie to provide two hair teams and produce 5 hair concepts and finished looks for each designer using our KeraStraight Styling products. The teams work with a cocktail of KS Style to produce individual textures and finishes unique to enhance each collection of clothes.

Alongside the Trevor Sorbie team we turned this around in two weeks, which was a quick, but the finished result was spectacular!

For KeraStraight the association with the venue, each designer and London Fashion Week as a huge globalised event, was a big deal of us. It was our debut at London Fashion Week too so was very exciting for everyone involved! It was important for the KS Style range to be used at such a high profile event, in front of top tier press and influencers from all over the world.

We worked with Judy Wu, Minki Cheng, Ekaterina, Steven Tai and Charli Cohen. We began with the head stylist from the Trevor Sorbie Art Team meeting each designer individually, discussing references and aspirations for the hair aspect of their presentation. We then worked on around 2-4 looks each, tried them out and then agreed on a final concept.

The head stylists then brief their teams and they execute it in a tight two hour turn around on around 10 models for each show, across a huge range of hair types. Only by mixing products of excellent quality is this possible! As the head stylist at the Steven Tai show said: “Hair is such an important part for a look like this, it brings character to the model” and I couldn’t agree more”

KeraStraight is distributed in the UAE by Rapid General Trading. The brand’s treatments and products are available at Pastels Salon, Ted Morgan, Jet Set and other leading UAE salons. For more information visit


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