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Bumble and Bumble X London Fashion Week

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Bumble and bumble style up a storm backstage at Emilia Wickstead and Simone Rocha’s London Fashion Week Spring/Summer Shows. 

Emilia Wickstead

Emilia Wickstead’s SS26 collection draws on the radical sensuality and striking contrasts of photographer Robert Mapplethorpe - beauty and brutality, softness and severity, art and desire.

To mirror Wickstead’s meditation on contrast and quiet sensuality, lead hairstylist Soichi Inagaki using Bumble and bumble created hair that felt refined yet effortless, with soft movement that held natural strength, with model’s natural textures accentuated throughout the show.

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Lived-in Texture by hair lead Soichi Inagaki

  • Prep & Texture: Mist Bumble and bumble Prep Primer through lengths to enhance natural softness and movement, setting the foundation for an undone but elevated finish.
  • Define Curls: For naturally texured hair, layer Bumble and bumble Curl Reactivator and Curl Defining Cream to highlight shape and bounce while keeping the silhouette fluid.
  • Seal & Shine: Finish with a light veil of new Bumble and bumble Styling Oil to lock in moisture and create a subtle, high-gloss sheen.

The result channels the collection’s beauty–brutality duality: hair that feels lived-in and intimate yet carries the sculptural elegance and quiet power of a Mapplethorpe portrait.

Simone Rocha

Led by Holli Smith using Bumble and bumble, hair at Simone Rocha SS26 embraced the spirit of rediscovering your teenage self - playful, a little rebellious, and tinged with nostalgia. Whimsical details such as loose ponytails, retro roll-inspired bunches, and imperfect partings gave the style a lived-in intimacy that felt curious and effortless.

Hair was parted with a pinky finger for a natural, undone effect, with Bumble and bumble Thickening Spray and Surf Spray applied at the roots and set with single prong clips to create airy volume and delicate, childlike “sprouts.”

Ends were left light on product to keep movement natural, while roots carried more structure and texture. Key styles included a two-tier ponytail tied loosely at the top to reveal the clothes beneath, and playful “croissant” bunches that nodded to retro rag rollers with a modern, youthful twist. Finishing touches came from Bumble and bumble Styling Oil for gloss, Prep Primer to refresh hair before the show, Dryspun Texture Spray for instant lift, and Spray de Mode for a soft hold that kept face-framing pieces perfectly in place.

Get the look!

Diary of a Teenager by hair lead Holli Smith
 

  • Part hair with a pinkie finger for a natural undone effect, and mix Bumble and bumble Surf Spray plus Bumble and bumble Thickening Spray at the root for airy volume.
  • For a nod to retro rag rollers, roll hair upwards from ends to mid-lengths, before using Bumble and bumble Styling Oil to gloss the remaining hair. Bumble and bumble Spray de Mode will finish the look for light hold to keep everything in place.