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Hair and fashion will brush shoulders this month as Tigi’s Catwalk line kicks off a collaboration with fashion designer Christopher Kane. The Scottish designer has styled Catwalk’s latest look book, while the Unilever-owned hair care brand will take charge of coifs backstage for his runway show Sept. 21 during London Fashion Week, Sept. 18 to 23.
“Catwalk’s positioning is about a strong association with the fashion world and the credibility that comes from being backstage,” said Mariko Rex, Tigi’s global brand director, adding the tie-in with Kane is for an initial one-year period. However, it could be extended. “We want to create an authentic relationship with a designer.”
Catwalk’s look book, which features models sporting clothes designed by Kane, will be distributed in salons starting in October. Kane’s name will feature on its cover. Images from the book could potentially be used for advertising purposes in the future, Rex said. Coinciding with the launch of Catwalk’s six-unit Your Highness collection, which began hitting shelves in the U.S. this month and will bow in the U.K. in October, hairstyles center on volume.
“I believe that hair is an extension of one’s personal fashion style and important to one’s overall image. To create the look, hair products are key,” said Anthony Mascolo, one of Tigi’s founders. “As soon as we met with Christopher and his sister, Tammy, I knew that they would be a great link with us. His clothes are fantastic and I respected his vision and the detailed approach to his work. He is totally down to earth; his creativity and what he achieves with his collections are what stand out as important to him. That’s how I like to think of myself, too.”
“We were really pleased with the final images from the look book,” added Kane. “I’ve always felt that hair brings an outfit and a girl to life and I think that Anthony’s unique take on volume with the new Catwalk collection fits with my designs perfectly.”
While Tigi executives declined to discuss sales figures, industry sources estimate Catwalk generates $60 million annually.
As well as sponsoring hair for Kane’s show, Catwalk will also have a presence backstage at Louise Goldin, Pringle of Scotland and Jeremy Scott during London Fashion Week.
Kane and Catwalk aren’t the only fashion-and-hair pairing. Designer Henry Holland is Sebastian Professional’s “U.K. visionary.” He will design limited edition packaging for the brand, which will bow next year, and will participate in a styling event with Sebastian at Selfridges on Monday.