Join us backstage at London Fashion Week SS25 with Chet Lo and Authentic Beauty Concept. Hairstyles crafted by our Global Creative Advocate, Anna Cofone.

In this video we take you behind the scenes of London Fashion Week for the Chet Lo SS25 show, where our Global Creative Advocate, Anna Cofone, created the hairstyles the models wore on the catwalk. The hair was designed to look natural, with simple middle partings and strands tucked behind the ears. Patterned veils were painted and attached to the hair, complementing the vibrant fabrics and colours of Chet’s collection.

Who is Chet Lo?
Originally from New York, Asian American designer Chet Lo came to London in 2015 to attend world-renowned arts college, Central Saint Martins, before graduating in 2020 with a BA in Knitwear. During this time Lo’s love for knitwear grew, a fascination that continues to inspire and shape his work today.

Who is Anna Cofone?
Global Creative Advocate Anna Cofone is an International Session Hairstylist, currently based between London, New York, Paris and Copenhagen. Having collaborated with some of the world’s biggest names, Anna is also the founder of the Hair & Care Project, an initiative that seeks to empower blind and low vision women and young girls through hair care and styling.

Authentic Beauty Concept products used on Chet Lo models at London Fashion Week SS25:

Enhancing Water & Flawless Primer – applied from roots to ends before blow-drying to create a smooth, silky finish
Glow Spray Serum – used before straightening for heat protection (up to 230°C) and as a finisher for shine
Working Hairspray – to hold the look in place

Authentic Beauty Concept is a holistic premium haircare brand co-created with a unique hairdresser collective to start a new path to authentic beauty. Discover our beliefs on our website.
#authentic­beautyconcept #authentic­beauty­movement #authenticbeauty #londonfashionweek #SS25

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