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Thursday, February 21, 2013

LFW AW13 Backstage: Felder Felder

Backstage at London Fashion Week with L'Oréal Professionel: Felder Felder AW13

My first foray into the backstage world at London Fashion Week was at Felder Felder, a label created by identical twins Annette and Daniela Felder. Using L'Oréal Professionel products, hair genius Johnny Engstrom wanted to counteract the grown up, polished feel of the AW13 collection with a more laid back, unfussy approach to the models' locks. Describing the look as "90s skater girl with heavy Sarah Moon influences", Johnny went for a raw but relaxed second-day hair look.

To start, Fresh Dust is applied at the roots to act as a dry shampoo and to bring any shine in the hair down to a matte texture. The hair is then sprayed with Volume Architect, a thickening blow-dry lotion, and rough sections are then twisted around with fingers and clipped up, all over the head. By blow-drying the sections while still clipped, and then simply using fingers to brush through the hair when released, natural, sexy waves are created for a relaxed, done-undone look.

Johnny's finished look contrasted with the collection beautifully - groomed but not overly so, and super easy to recreate by yourself which is always a plus! Luckily I got to see the sartorial magic happen, sitting in the FROW no less! Amazing show, here are a few shots I managed to take amidst all the excitement.. catch the professional ones here!

More posts like this coming up in the next week or so! What do you think of the Felder Felder look for this season?

17 comment(s):

  1. Great photos! I so wish I'd gone to fashion week! xo

  2. great photos, it would be so amazing going backstage x

  3. Can barely see the rest but I love that little blue hat!

    1. I know, my new camera didn't come in time so I had to use my older one which is giving up on me!

  4. Lovely photos, the blue hat is so cool! xx

  5. Lovely photos!

  6. The hair look awesome, great tips on recreating it, maybe I'll try it out

  7. amazing photos!

  8. Great Photo's!

    Oleta :)

  9. Felder Felder was one of my favourites again this season. jealous of you, lady! x

  10. Amazing pictures! So great to see :D
    Love this post!


  11. Bet you had such a good time, Really wish I had a chance to go this year. Very lucky lady! Lovely photos:)

    Pipp xx

  12. Great pictures love the colour theme to the collection especially ox blood and cream tones xx

  13. It all looks so amazing! I wish I could have gone! xo

    Shabby Chic and Tea♥

  14. Another great post! I love their furry jackets!
    Jennifer xx
    Please check out my blog at

  15. can I request you sneak me inside your handbag next year please!


  16. WOW! totally jealous you got to go backstage at FELDER FELDER?! I LOVED that show, definitely one of my faves so far for AW12... the nude latex-look coats look so edible! xx


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