London fashion week autumn/winter 2012: erdem

Marc says: "Working with Erdem is such a privilege - myself and the entire team really look forward to creating looks for such a well-known name in the fashion industry.

We arrive at The White Cube gallery in Bermondsey at 11am, 3 hours before show time.  

The venue is so cool, modern and minimal, it seems the perfect setting to launch the new collection, which has a futuristic quality to it. We make our way to the hair and make up area to set up and at this stage everything is calm and tranquil. I start my video and still step-by-step for CW website on the first model that arrives.

By 11.30am more models start to arrive, and the team burst into action.  Models turn up from other shows with colored ends, so we whisk them off to wash their hair before we start styling.  Luckily it rinses out easily, so we start creating.  In the past, models have turned up with huge crimped looks, or lots of old glue, or even wire all plaited in, so it was a breeze just having to rinse out a little colour!  

The brief was to create a look which reflected the collection, so we wanted the hair to look super-luxe, healthy, shiny, clean and minimal. There was a strong architectural reference throughout the collection which was apparent in the building, so the hair had to mirror this, meaning we kept it very symmetrical. 

A strong centre parting was key, and we swept the models locks' into low slung pony tails, securing with small cute bows at the nape of the neck.  The bows add to the architectural influence by keeping the hair contained and neat, whilst adding a soft feminine quality to the hairstyle.

Hair was prepared with new product we were trialing backstage, the new CW Elixir Oil.  Perfect for locking in moisture, reflecting the shine of the lighting and repairing any damage to the ends (best applied by using two pumps and massaging into mid lengths and ends, massaging into hair with the thumbs).

We had 27 models to perfect, so there was no time for mistakes.  It makes our practice session the day before the show worthwhile so the entire team crack on with creating the look in no time at all.

Once the girls are backstage in the line-up, I am there to add finishing touches and ensure each girl looks flawless, there shouldn't be a flyaway or strand out of place.  Consistency is key for a successful show.  

The buzz backstage is electric and the room bursts into applause as soon as the final parade begins."