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Monpure London is the Official Hair Sponsor of CPHFW NEWTALENT SS24

Wednesday 16th August 23

life & style ,partnerships ,press
5+ min read

Monpure London powered all things hair backstage as the Official Hair Sponsor of Copenhagen Fashion Week NEWTALENT SS24, which took place in the capital from 7th to 11th August 2023. This marked our ongoing collaboration with Copenhagen Fashion Week as we continue to support new talent, innovation in the luxury sector and sustainability.

Our partnership with CPHFW NEWTALENT offered emerging, visionary Nordic talent access to our hair health expertise. MONPURE created bespoke runway-ready looks for pioneering designers that strengthened the significant link between fashion, health and beauty.

“We are honoured to help foster the designers' development as the next generation of fashion tastemakers and achieve their goal of creating a more responsible fashion industry. MONPURE is proud that CPHFW put their trust in our professional stylists and innovative products to create hairstyles that bring their beautiful designs to life whilst protecting model’s hair health.” - Natanel Bigger (Founder and CEO of Monpure London)

Powering Hair Health at CPHFW

This CPHFW season, MONPURE powered all things hair backstage for stand-out talent, including Henrik Vibskov, TG Botanical, Rolf Ekroth, and P.L.N,. Bringing hair health innovation and styling expertise to the multidisciplinary world of Henrik Vibskov; the nature-inspired aesthetic of Ukraine’s TG Botanical; the playful and nostalgic essence of Rolf Ekroth and the punk and Gothic expressions of P.L.N; we created editorial looks backstage alongside sessions stylists Amalie Holmqvist and Jesper Hallin.

“MONPURE products not only look beautiful on the hair, but provide care and nourishment. This is essential during fashion week where models’ hair is exposed to constant styling and stress.” - Amalie Holmqvist

For Rolf Ekroth’s nostalgic and romantic collection, lead stylist Amalie Holmqvist used the Strengthening Essence-Conditioner and Ultralight Healthy Hair Oil to create grunge, textured styles for an undone look. Working with the models’ natural parting and movement, we crafted long, wispy bangs to create an overall mysterious appeal that enhances the show’s notion of ‘missing’.

The TG Botanical show explored the frailty of being and the frailty of matter. To enhance this, we crafted sleek, high-gloss buns secured with thread. Amelie used the Ultralight Healthy Hair Oil and Strengthening Essence-Conditioner to deliver shine, nourishment and protection to the strands before styling. Next, she created a centre parting and styled a low, knotted bun at the nape of the neck. Finally, she secured and wrapped the bun with a piece of hair and thread for a sleek and sophisticated look.

For the P.L.N show, MONPURE helped bring the collection to life with sporty-inspired styles that emphasised the feeling of high energy and movement. MONPURE is committed to supporting new talent and creativity, and was proud to enhance P.L.N’s raw and uncompromising visual expression. Lead stylist, Jesper Hallin, created pulled-back and lived-in styles with the Strengthening Essence-Conditioner and Ultralight Healthy Hair Oil, echoing the streamlined aesthetics of professional athletes.

Henrik Vibskov’s ode to the aesthetics of boxing and the box as a vessel called for a sculptural look that contrasted its intricate headpieces. Amelie parted the hair in the centre and used gel to form sculptural waves down the forehead. She used the Strengthening Essence-Conditioner as a leave-in treatment to form soft, healthy, natural ends. Finally, the Ultralight Healthy Hair Oil was used to add shine, tame flyaways and deliver moisture.

Supporting Creativity and Talent at CPHFW

MONPURE champions creativity and innovation, as well as sustainability and social responsibility, all of which take centre stage in Copenhagen. An increasingly influential city that hosts some of the most-anticipated, imaginative catwalks during CPHFW, a prominent event that has rightfully earned its place as the fifth official fashion week on the global stage.

“As the CEO of Copenhagen Fashion Week, I feel that the heart and spirit of fashion week is not only what we see on the runway—it is found backstage, amidst the energy and preparations - and MONPURE is no exception. We are thrilled to embark on this transformative journey and expand our partnership with MONPURE as the Official Hair Sponsor of CPHFW NEWTALENT. MONPURE understands that hair is intrinsically linked to identity, and work to restore hair and confidence with their solutions. In an industry that can impact the health of models’ hair, MONPURE stands out by prioritising their well-being.

They empower our emerging designers by capturing the essence of their unique DNA through exceptional hair health solutions and expertise. The brand’s dedication to rebuilding the hair’s natural strength not only enhances each collection, but it also works in harmony with the designers’ creative vision.“ - Cecilie Thorsmark, CEO Copenhagen Fashion Week

Restoring hair and confidence is at the heart of MONPURE’s vision. During the buzz of fashion week and fervour of back-to-back shows, models are no strangers to overstressed hair. MONPURE’s focus on wellness goes beyond styling to maximise scalp and hair health, which ultimately cultivates confidence among models backstage and on the runway.

CPHFW and Sustainability

MONPURE safeguards the standards of sustainability espoused by the CPHFW organisation, representing an innovative, pioneering force for change in the beauty industry. All products are sustainably sourced in Europe and supercharged in German laboratories.

We pride ourselves on only working with consciously selected suppliers of the highest ethical standards, while our packaging is composed of 100% post-consumer recycled plastic, recyclable shipping boxes, fully biodegradable and compostable labels and soy ink printing.

As a modern luxury brand, the collaboration between Monpure London and CPHFW NEWTALENT has reaffirmed our support of emerging designers and ties to the world of fashion, establishing our participation in the excellence of the Nordic fashion arena. As the Official Hair Sponsor of CPHFW NEWTALENT, we brought editorial and backstage looks and styling across the globe through a variety of channels, including social, influencer and online, making fashion-inspired hair accessible to every client, all while protecting the model’s scalp and hair health.


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