Wella Professionals and ghd have joined forces with renowned hairstylist Renya Xydis for a landmark collaboration with fashion house ALÉMAIS, as the brand unveils its Resort 2026 collection in Marrakech.

The international runway show, held May 20 at the striking Culinary Art Museum, marks ALÉMAIS’ first global fashion event- and a major moment for beauty and fashion fusion.

Leading the hair direction is Renya Xydis, Creative Director for Wella Professionals and ghd Creative Artist, whose vision takes cues from the rich energy and vibrant textures of Marrakech. “This city is alive with inspiration- from the architecture to the people to the palette of the streets,” said Xydis. “Wella’s innovation allowed us to embrace each model’s unique texture and enhance it in a way that felt true to the spirit of Marrakech.”

Thirty models walked the runway with hair that was effortless yet elevated, reflecting individuality with natural textures, undone finishes, and expressive shapes. Key tools included the ghd helios hairdryer with diffuser and comb attachments, and the new chronos max styler, while Wella Professionals’ Ultimate Repair Miracle Hair Rescue and Smooth Miracle Oil Serum worked behind the scenes to hydrate, repair, and define.

“This collaboration is about storytelling through craft,” added ALÉMAIS founder Lesleigh Jermanus. “Marrakech felt like the right place to bring our first international runway to life- a celebration of creativity, collaboration, and the perfectly imperfect.”

From root-lifted texture to sun-kissed waves, the looks captured the essence of wanderlust and wearable art.