Schwarzkopf Setting Hair Trends at Paris Fashion Week SS25 Shows

Schwarzkopf showcased unparalleled creativity and innovation in partnership with hair leads Anthony Turner, Pablo Küemin and Lesley Jennison for acclaimed fashion labels including Vetements, Issey Miyake, Ann Demeulemeester, Niccolò Pasqualetti and Paloma Wool at Paris Fashion Week SS25.

The talented hair stylists Anthony Turner (@anthonyturnerhair) and Pablo Küemin (@pablokuemin) as well as Schwarzkopf Global Ambassador Lesley Jennison (@lesleyjennison), worked with Schwarzkopf to create groundbreaking looks and to bring the Spring/Summer 2025 collections to life with impeccable hair artistry. The collaborations highlight Schwarzkopf’s versatility and excellence, reinforcing its status as an essential contributor to the global fashion landscape.

“We’re providing a service to each of the designers. I listen carefully and look at the collection and their references.”, stated Anthony Turner; “My job is to honour their vision whilst offering my own spin on their ideas, it’s a creative collaboration. What’s magical is that designers will often push my work into areas that maybe I hadn’t thought of and from there beautiful things can happen!”

“The backstage environment is not one you can replicate anywhere else and I love it. It has made me a better hairdresser and all-around person,” emphasizes Pablo Küemin. “Fashion Week is the biggest learning experience of my career. It takes a kind of confidence to work and be sustainable backstage – learning new techniques on the spot and executing them perfectly under time pressure with many different textures of hair and not always having the best conditions.”

Vetements

Hair lead, Pablo Kümin said: “The collection speaks to a future where consumers no longer have the desire or means to participate in relentless consumerism, so each look was very specific to each model. Every hairstyle, haircut or wig was designed to match each individual character.”

“We added texture to the hair, working the hair with Session Label’s The Mud making it look and feel more grungey. To create the greasy undone feeling, we oversaturated the roots with Session Label’s The Definer and Session Label’s The Serum to create these striking looks. The brief indicated that we would be using lots of black and blonde as well as three very special dresses with incredible prints. We were going to replicate the prints with colour on the hair. All of these were on wigs.”, added Lead hair colorist, Lesley Jennison; “I did some tests on weft to make sure that both the designer and the team were satisfied. The results had been a mix of Igora Vibrance and Chroma ID shades.”

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Issey Miyake

Lead hair stylist, Anthony Turner said: “A continuation of the architecture of the clothing, the hair draws inspiration from the collection which looked at the traditional Japanese paper known as washi. The hair was kept round and natural and I brought out the best in each model by respecting their individual essence and highlighting the natural look of their hair.”

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Paloma Wool

Pablo Kümin stated: “Favouring signature Paloma Wool silhouettes, the SS25 show offered a full immersive sensorial experience. The wet-look hair took inspiration from the Barcelona girl aesthetic. The ‘off she goes to the beach, after taking a shower’ versatile look was featured across different hair textures and lengths for the show.”

The look: After a long day in the sun, she showers at the beach, applying a generous amount of leave-in conditioner to restore her hair. As she walks home, the late afternoon sun gently dries her hair, leaving it slightly damp. The over-saturated conditioner creates a soft sheen, and the visible comb marks reflect an effortless, natural texture—capturing the beauty of a carefree yet confident woman.

Each model’s hair was treated individually, tailored to their unique texture and hair density to achieve the desired look. For models with thicker and more textured hair, a combination of The Definer cream and The Serum is applied, focusing on the roots and ends. This is then diffused to enhance the natural texture. Once the hair is nearly dry, we apply The Mud product section by section at the roots, working it through with a fine-tooth comb followed by a wide-tooth comb to ensure smooth distribution and visual marks.

Afterwards, additional texture is created using a tong, and the same mix of The Definer cream and The Serum is reapplied through the lengths. Small imperfections, or ‘happy accidents,’ will be deliberately created to add a natural, undone texture, and the look is finished and set with The Strong hairspray to maintain a soft, yet polished finish.

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Ann Demeulemeester

Anthony Turner remarks: “Ann Demeulemeester’s grunge SS25 show was made for rockers. The hair drew inspiration from old rockstar icons like Patti Smith, Nick Cave to PJ Harvey. The hair is an extension of nighttime lifestyle – unkempt, dishevelled, wildly aspirational to the left-field creatures who make up the Ann Demeulemeester brand. No brushes, just fingers and Session Label’s The Texturizer.”

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Niccolò Pasqualetti

Pablo Kümin noted: “Based on the idea of water and light and/or light reflecting off water, the hair spoke holiday vibes. Off the beach, on to a party, effortless but sophisticated.”

Two distinct looks inspired by the elegant and minimalistic aesthetic of Niccolò Pasqualetti. Both looks represent a modern woman who embodies refined simplicity and understated luxury. She lives in a beautifully curated apartment with Japanese influences – neat, minimal, yet rich in unique character.

The first look is a sleek, pulled-back style, reflecting the moments when she’s rushing to get ready, not wanting to be late for a party. Though quickly done, this look maintains a polished, confident edge. For the first sleek look, we start by applying The Mousse and blow-drying the hair as flat as possible. Once dry, The Jelly product is applied and combed back sharply for a strong, sleek finish. The look is then set with The Strong hairspray and, just before the models walk out, we apply a final coat for added shine.

The second look represents her everyday style—natural yet sensual. This is the hair she wears day-to-day, relaxed yet captivating, a reflection of her inner confidence and ease. For the natural, day-to-day look, we enhance the hair’s texture using The Texturizer Spray, creating a soft, effortless style that feels sensual and relaxed.