MENS GROOMING TRENDS REPORT Spring/ summer 2009

Playing with Extremes

Men’s looks this season oscillated between uber-groomed and super shaggy. Advocates of the former drew inspiration from the ultra slick American Psycho American Psycho-esque business man where those of the latter took cues from ‘70s beach bums and the Beatles. Gents this season should enjoy experimenting with extreme looks and see who they’ll become.

SUPER SLEEK

Seen At: Hood by Air, Loden Dager, Tim Hamilton, Michael Bastian

The Look: Ultra-slick styles for the polished gentleman.

Bumble and bumble’s new styling duo, Bb.Gel and Gellac, arrive just in time to create Spring’s slick sturdy looks, perfect for the man who’s fearless with product. At Hood by Air, Amy Farid went for a rigid ‘Patrick Bateman’ effect with Gellac, combing it straight back with the product to finish the solid, ultra-shiny do. Meanwhile at Loden Dager, Michelle Fiona created a slightly less severe, but nonetheless polished effect, working Bb.Gel into the hair with her fingers and blow drying while lifting upward at the roots. Jimmy Paul reflected Tim Hamilton’s inspiration of mid-century architecture with a ‘robo-cop’ 1950s pompadour. He combed Prep through the hair, added Sumowax and flat-ironed to reinforce the super high-gloss texture. The easily moldable hair was then combed into the desired ‘Ronald Reagan’ shape. A highly groomed poolside gentleman graced the runways at Michael Bastian, where Neil Moodie channeled the 1970s film Lifeguard in his towel dried and deliberately styled finished look. He chose Grooming Creme to create structure and separation with a more relaxed, movable hold.

Essential Products: Bb. Gel, Gellac, Sumowax, Grooming Creme

ROUGHED UP

Seen At: Travota, Lacoste, Diesel

The Look: Shaggy, lived-in looks to play with.

At the other end of the spectrum, Ramona Eschbach’s Trovata hair was naturally messy —a do for the good looking surfer dude whose new hipster cut is tight on the sides and back and longer on top. Surf Spray was the ideal product to rough up hair (by hand) at Travota and for Dennis Lanni‘s throwback Beatles-inspired look at Lacoste. He presented a just-out-of-bed 1960s college kid using Prep and Styling Wax to accentuate the bowl cut and Surf for an ever-so-slightly tousled texture. Boys with bangs were also seen at Diesel, where Laurent Philippon offered us another variation with a more lived-in look.

Essential Products: Surf Spray, Tonic

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