MONPURE London entered into an exciting partnership with fashion designer Osman Yousefzada for London Fashion Week 2021. Osman Yousefzada’s SS22 show titled ‘What Happened to Last Season's Collection?’, powered by MONPURE as the Headline Hair Sponsor, took London Fashion Week by storm. Boasting a celebrity front-row guest list second to none (hint: supermodels, popstars and Vogue Editor-in-Chief), the show executed an array of mind-blowing hairstyles and luxury garments, all while upholding the central ethos of sustainability and artistry.
The Osman X MONPURE Partnership
MONPURE’s collaboration with Osman Yousefzada’s sustainable collection (SS22) is truly the perfect fit. As pioneers in the haircare and fashion arenas, we both champion a commitment to sustainability in the luxury space, upholding the ethos that luxury should not exist at the expense of people or the planet. Both brands, founded in Britain, entwine a unique sense of artistry into their creations that pay homage to the craftsmanship and expertise behind the scenes.
Powered by MONPURE for all-things-hair, the collection unveiled fifteen looks in total, and took place at the London restaurant Amazinco in Mayfair. The Osman X MONPURE partnership succeeded in showcasing that luxury and sustainability can coexist, while opening up the conversation around ethical practice in the luxury space.
Behind the Scenes at Osman X MONPURE
MONPURE London powered ‘everything hair’ backstage, collaborating with super-talented session stylist, Ryo Narushima, to create incredible and unique runway hairstyles. The show exhibited phenomenal hair looks, with MONPURE as the secret to the show-ready styles.
MONPURE’s Backstage Secrets to Runway Hair
The Follicle Boost Hair Density Serum was the superstar solution for prepping the model’s beautiful hairstyles before they hit the runway. The session stylists applied this best-selling hair boosting elixir to the models’ scalp in sections, before moving on to styling. The serum works to cultivate volume, with its hair strengthening ingredients bestowing immediate body and thickness to any hairstyle!
The Hydrate and Soothe Scalp Serum was an essential step, working as a soothing and hydrating heat protectant to prepare the model’s hair before using styling tools. The serum was applied to the models’ scalp in sections as a luxurious calming treatment to ensure that their dry or irritated scalps were nourished, moisturised and soothed before the session stylists worked their magic.
Hair Chats with Osman Yousefzada’s Models of the Moment
The MONPURE team sat down with the models to discuss their personal hair care routines. Many of the models emphasised the importance of conditioning when it comes to their regimes. Models’ hair often undergo the taxing effects of heat styling, and are prone to heat damage and even breakage. What’s the MONPURE solution?
MONPURE’s Strengthening Essence-Conditioner is an ultra-lightweight conditioning ‘essence’ that nourishes fine hair without leaving it greasy or weighed down. Vegan Silk Peptides repair follicles and strands to increase smoothness and shine, argan oil improves hair elasticity, preventing split ends, while Pro Vitamin B5 hydrates and soothes the scalp.
Let’s Hit the Runway
It was a star-studded front-row, including British Vogue Editor-in-Chief Edward Enninful OBE, supermodel Jourdan Dunn and singer-songwriter Kehlani. The result of the harmonious collaboration, bringing together sustainability, ethical practice and artistry in the luxury arena, was a display of abstract silhouettes, architectural tailoring of the utmost couture construction as well as layered textures and colours in shades of crimson, orange and cobalt blue.
The garments’ proportions were oversized and exaggerated, with the likes of balloon sleeves and cascading ruffles down the skirts of the show-stopping gowns. Osman’s influences stemmed from Afghanistan and the Indian subcontinent, with the collection including mirrored fabric panels, and opulent Pakistani wedding jewelry.
The eminent front-row guests took home an exclusive luxury goody-bag, filled with MONPURE’s coveted luxury scalp serums, the Follicle Boost Hair Density Serum, and the Hydrate and Soothe Scalp Serum. As the show closed, the industry’s most illustrious celebrities were seen with more than one bespoke goody-bag in hand, excited to indulge in the groundbreaking benefits of MONPURE’s solutions.
Our Shared Ethos of Sustainability
Both brands, MONPURE London and Osman Yousefzada, hold the central ethos of sustainability very close to our hearts. As a pending B-corp, cruelty-free, PETA approved and vegan scalp and hair care brand, MONPURE pledges to safeguard environmental and social impact over profit margins.
As part Osman Yousefzada’s ‘What Happened to Last Season’s Collection?’, the designer created garments with TENCEL™ Luxe, a luxury filament made from sustainably sourced wood pulp that is transformed into a biodegradable, endless filament holding properties comparable to silk.
In comparison, MONPURE’s products are formulated with a high percentage of an innovative ingredient - vegan silk peptides, that are scientifically proven to fortify hair, repair damage and protect the hair and scalp from external aggressors. Processed by fermenting plant starch, our vegan silk peptides require less energy, fewer raw materials and generate less waste than traditional silk peptides from silkworms. It is a completely vegan, sustainable and biodegradable silk alternative that mirrors Osman Yousefzada’s use of TENCEL™ Luxe.
Each of our suppliers are handpicked for having the highest ethical standards, while our packaging stars 100% post-consumer recycled plastic (rPET), recyclable shipping boxes, as well as fully biodegradable and compostable packaging chips. Biodegradability is the major focus of Osman’s collection too, as each of his long-lasting pieces can return to the earth with minimal environmental impact.
The restaurant Amazonico also rings true to the ethos of sustainability, due to its ongoing partnership with the global deforestation charity, One Tree Planted. Aligning with both of the brand’s ethos, for every guest attending the runway show, one tree will be planted in the Brazilian Amazon forest.
We are proud to have entered into a partnership with such a groundbreaking force in Britain’s fashion industry, whose advancements in environmentally sound, closed-loop production intrinsically align with our own. With ‘luxury meets sustainability’ at the core of our shared vision, the Osman Yousefzada X MONPURE SS22 fashion show has truly left the industry spellbound and sparked an important conversation in the beauty and fashion industries. We are proud to be spearheading the way forward as a quintessentially luxury brand.
