I’ve spent more than a decade backstage at fashion week.
Celebrity shoots. Advertising campaigns. Music videos. Runway shows where everything changes in 90 seconds.
And here’s the truth nobody tells you: 90% of what you see on the runway will never touch a real client’s head.
But 10%? That 10% is gold.
Let me show you what actually matters for AW26.
Trend 1: The “Wet Look” That Isn’t Actually Wet
Seen at: Off-White, Prada, Versace
What it actually is: Not the crunchy, helmet-head wet look of 2018. This is softer. Glass hair that moves. High shine without the dripping gel.
Why clients will ask for it: It’s editorial but wearable. It works for “I want to look expensive” nights out. And honestly? It hides day-two grease beautifully.
How to sell it: “It’s not wet. It’s polished. Like you’ve just stepped out of a luxury skincare ad – but for your hair.”
Products to recommend: Shine spray, smoothing serum, a drop of oil through mid-lengths.
Trend 2: Undone Updos (The “I Tried but Didn’t Try” Vibe)
Seen at: Gucci, Chloé, Acne Studios
What it actually is: Pins that look slightly loose. Pieces falling out intentionally. The updo your client wore to a wedding, then danced for three hours, and somehow looks better at midnight than 7pm.
Why clients will ask for it: Because they’re tired of rigid, sprayed, “don’t touch me” styles. They want to look elegant but human.
How to sell it: “This style looks complicated but it’s actually three pins and a prayer. And that’s the secret.”
Technique tip: Prep with texture spray. Pin loosely. Pull out two face-framing pieces. Mist lightly. Tell them to shake their head once.
Trend 3: High-Contrast Colour (But Make It Soft)
Seen at: Vivienne Westwood, Mugler, Blumarine
What it actually is: Not the harsh chunky highlights of the 2000s. This is dimension with attitude. Think: deep espresso with a slice of vanilla. Cherry cola brunette. Platinum money pieces on warm blonde.
Why clients will ask for it: Because soft and subtle has had its moment. Clients want to feel like they’ve done something – without looking like a TikTok filter.
How to sell it: “It’s not a bold colour. It’s a confident colour. There’s a difference.”*
Placement tip: Keep the contrast around the face and ends. The root and mid-lengths should still blend. High contrast doesn’t mean high maintenance.
The Question You’re Probably Asking
“Jason, this is great. But I don’t go to fashion week. How do I stay on top of this?”*
You don’t have to.
That’s literally my job.
CrozNest was founded on exactly this: bridging the gap between what happens on the runway and what happens in your salon.
Our seasonal trend reports break down the shows, pull out what actually matters, and give you the language to sell it to your clients.
Because you shouldn’t have to spend hours watching runway livestreams. You should be behind the chair.
One More Thing – Your Clients Are Already Seeing These Trends
Even if they can’t name them.
They’re saving Pinterest pins of “messy updos.” They’re screenshotting Zendaya’s glass hair. They’re asking for “something like that girl on Instagram.”
The question isn’t if these trends will reach your chair.
It’s *whether you’ll recognise them when they do.
[Get our AW26 Trend Report – coming soon →]
