LFW AW25: Authentic Beauty Concept at Erdem

Featuring works of the artist Kaye Donachie, Erdem, the collection reimagines archetypal feminine silhouettes with a modern, ethereal touch.

“Erdem’s collection, inspired by Scottish painter Kaye Donachie, is a masterful play of beautiful patterns and sculptural shapes with exaggerated silhouettes. This allows the hair to remain simple – paired back yet elevated, polished and effortlessly chic. Each model embodies strength and confidence, looking like the best version of themselves – an extension of Erdem’s characters, forming an army of beautiful women. This look celebrates individuality by enhancing each model’s natural texture. A tailored approach ensures products are selected specifically for each model’s hair type. The key is minimal product use – creating a polished yet effortlessly soft finish,”
– Anna.

Products Used

For Prep:
– Authentic Beauty Concept Hydrate Spray Conditioner £33.40.
– Authentic Beauty Concept Hand & Hair Light Cream £28.60.
– Authentic Beauty Concept Gloss Spray Serum £41.50.
– Authentic Beauty Concept Hydrate Serum £39.15.

For Finish:
– Authentic Beauty Concept Hand & Hair Light Cream £28.60.
– Authentic Beauty Concept Airy Texture Spray £30.80.
– Authentic Beauty Concept Dry Shampoo £30.80.

For more information on the products used, visit Authentic Beauty Concept.