Reinstating their inherent connection with local fashion, L’Oréal Professionnel took hold of hair design for the week that was Paypal Melbourne Fashion Festival; flexing their people and products as only the brand knows how.

Paypal Melbourne Fashion Festival notoriously showcases upcoming and established Australian fashion brands in a creative and collaborative manner; welcoming consumers and industry alike, under one party-fuelled roof.

As the official PMFF 2024 Hair Partner, L’Oréal Professionnel sent their best and most promising into the Melbourne Exhibition Centre to align hair with the designs of Mariam Seddiq, Homie, Bianca Spender and more.

THE JOURNAL magazine was invited to the closing shows – P.E Nation and BLOCK PARTY – directed by Scott Sloan for a legendary finish. For the iconic sportswear brand, it was all about “uber girly sports luxe” – an updated take on the usual grimy, wet finish we’ve come to expect from the category.

“We’ve been given a nice spin on the typical sports’ luxe direction this year, and are creating these beautiful plaits with oversized bows. It’s almost a contradiction of how the P.E Nation girl has been perceived over the years.”

“We’ve stopped the plait quite short so there’s a really weird amount of length at the bottom … almost like we got bored and forgot to plait the rest. It’s nice and neat right now in prep, but once we get to line-up, we’re going to start pulling out some baby hairs and fluff for that ‘I’ve just been to Pilates Reformer’ vibe.”

The final instalment was the much-anticipated Block Party x Visit Melbourne show whereby some of our most experimental designers sent their loud and proud dancing down the runway. Presenting the likes of Injury, Lucinda Babi, Gotham, Youkhana and R.Sport, the hair brief was youthful, wild and free.

“The brief tonight is about cool kids on the club scene … they’ve been clubbing with friends until 6AM at a killer New York nightclub … emerging with a little sweat and a lot of rockstar,” says Scott.

“Our hero products for this look are the L’Oréal Tecni.Art Liss Control Smoothing Cream and Liss Control Serum. The idea is to create a moisturising cream that translates with an oily/dewy finish for that all-night finish.” Tick.

True trendsetters.

F0llow @lorealpro_education_aus