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July 31 2014

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2 posts tagged "Percy & Reed"

Percy & Reed: Coming To America

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We’re suckers for cute packaging—always have been, always will be—which is how we first stumbled upon the new haircare range from Adam Reed and Paul Percival of London’s Percy & Reed salon. There it was, backstage at House of Holland, just sitting there with its adorable illustrations and delightful copywriting, begging for further explanation. “Ultimately, you’ve got to get people’s attention,” Percival told us of the 16-piece line’s deliberately eye-catching exterior. But of course, it’s what’s inside that counts. “We go all over the world collecting products, and then we tend to combine them,” he said of the mix-and-match concept behind the range, which all started with the Smooth, Sealed, and Sensational Volumizing No Oil Oil for Fine Hair. “It gives volume from the second you put it on and acts almost like a setting lotion without being greasy. Then we mix it with one of the styling lotions.” The duo is calling their line “semiprofessional,” as it is intended to perform on par with session stylists’ needs, yet be easy enough to navigate for consumers and loyal customers, like Agyness Deyn, Elle Macpherson, and Sophie Dahl. “It requires education,” Percival admitted of the ins and outs of each item and their versatile applications—which is why he and Reed have filmed a series of video vignettes to show, rather than tell, interested parties the best way to use their products (the instructional demos are currently streaming on their Web site, www.percyandreed.com). A clever naming technique has also been employed to help break down the marketing speak. “Adam and I, we’re really funny,” Percival jokes, begetting products like the Reassuringly Firm Session Hold Hairspray, which includes the quirky quote, “hold it right there, hair,” to help further explain its function. “We do take our work seriously, but we don’t take ourselves seriously,” says Percival. The products roll out to Selfridges, QVC, and Space NK in London in October and come spring, there’s a chance we may be able to get our hands on them stateside, too. “We might be in the Space NK stores in America beginning next year,” Percival told Style.com. Get excited.

Photo: Courtesy of Percy & Reed

Red Hot

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In a season full of brunettes and the occasional platinum blonde, thanks to another go-around of the hard-to-maintain hair color at Balenciaga, the age of the redhead seems to have subsided. But that brief moment circa the Fall 2009 shows when Vlada and Coco went ginger, making the fashion pack take pause and in many cases take up the auburn cause, red was all the rage—and we liked it. There is a lone model who walks among us, though, who is still letting her flame-hair flag fly, ushering in the color’s second coming and, with every toss of her red locks, daring her fellow catwalkers to come and join her.


We are talking about Julia Johansen, the Finnish beauty who has been dazzling on the runway in what she has termed her first “proper” show season. “I did couture,” Johansen told us backstage at Vivienne Westwood yesterday referencing cameos at Chanel and Armani Privé. And of course, there was her opening turn at Mulberry for Spring, where Emma Hill sent an army of Julias down the runway, wearing wigs cut and dyed to match Johansen’s signature style. “Having a fringe and shorter haircut can be a problem,” Johansen lamented, pointing out that long, middle parts are what casting agents are typically looking for these days. But that hasn’t seemed to stop them from putting her in a bevy of shows over the past month, including L’Wren Scott, Temperley London, Antonio Berardi, and Giorgio Armani, which is thanks in large part to her carrot-bright strands. Having experimented with a range of shades since becoming a “real ginger” last year, the freckle-faced natural brunette has embraced a vivid brassy, orange incarnation of late that is really working for her. “It has been quite copper, but it fades quickly,” Johansen admits, mentioning that she relies on the colorists at London’s Percy & Reed for monthly touch-ups. As for everyday styling, Johansen is a fan of all things Bumble and Bumble—”everyone loves them”—and has no intentions of diverting from the russet track anytime soon. When we asked her if she planned on staying the fiery course, she was resolute in her response: “definitely.”

Photo: Luca Cannonieri / GoRunway.com