Fudge X LFW shows with Ali Pirzadeh

October 3rd, 2022

October 3rd, 2022

At September’s London Fashion Week there were some fabulous looks being shown in the catwalks.  London based hairstylist and founder of AP Wigs, Ali Pirzadeh, created some stunning looks with Fudge Professional products, with Hair Gum in particular being a massive hit at the Harris Reed show.

Ali was born in Iran, but grew up and studied beauty in Stockholm.  After graduating he opened his own salon, signed to an agent and his session career took off.  Since relocating to London he has worked with high profile photographers and brands such as Balanciaga, Gucci, Burberry and Louis Vuitton.  His work is regularly featured in Buffalo Zine, Dazed & Confused, Gentlewoman, i-D, Pop, Vogue and W Magazine.

We have a look at some of Ali’s runway looks and find out the inspiration behind them, and the products he used to create these statements..

Harris Reed, the creative director at Nina Ricci, fights for the beauty of fluidity.  With a colour palette of black and white, the British-American designed called his first salon show Found.  Challenging traditional binary views of gender, it was crafted largely from upcycled textiles found in Oxfam. Reusing old wedding clothing such as morning jackets and veils he sought to liberate the items from their binary constraints to move them into more fluid and romantic reality.

Ali’s hair created for Harris Reed


Ali said:

“The looks we created for the Harris Reed show were inspired by a combination of the artistic drapery of the shows background, as well as the intricate design of the garments. The hair of each model was designed to emulate the intricate structuring of the dramatic looks created by Reed. The models were given a version of the look that was personal to them but with the end aim to achieve an expensive and sophisticated feel to the looks.”


J.E.Cai Studio was founded by Jiaen Cai, after graduating from BA at London College of Fashion and MA at Royal College of Art.  He combines influences from his upbringing in China with Western methodology. Drawing inspiration from architecture, and using a Product Design approach, Jiaen applies several disciplines to his designs.

Ali said:

 “The looks for the J.E.Cai Studio were inspired mostly by the structural and graphic design of the garments. Tilda Swinton was also an inspiration for the hair, her clean and sophisticated look perfectly embodies the chic J.E.Cai Studio collection. Each style was parted to suit each model’s face to create a chic and sophisticated look.”


SS Daley was founded by London based menswear and womenswear designer Steven Stokey-Daley and won the prestigious LVMH prize in June 2022. Having graduated from the Westminster Fashion Design BA in 2020 he went on to launch his eponymous label later that year. Working on the menswear teams at Alexander McQueen and Tom Ford, his graduate collection was picked up by the stylist Harry Lambert, and later featured in Harry Styles’ music video Golden.  Stokey-Daley uses donated, deadstock and end of roll fabrics, and has been featured in titles such as British Vogue and i-D.  Exploring themes of British aristocracy and class in regard to uniform and attire, S.S.DALEY is a modern brand redeveloping ideas of British heritage,

Ali said:

“The SS Daley looks were designed to perfectly encapsulate youth. Hair for this show was swept back into a ponytail and tied with a ribbon. By freeing whisps of hair from the ponytails we were able to convey a playful, natural image. This playfulness perfectly matches the carefree vibe of the collection.

Product was used more sparingly; only where extra curls were needed or to hold whisps more firmly. This more minimal usage of product endured for a light, natural look.”


LFW session essentials included:  Fudge Professional Hair Gum (£14), Fudge Professional Skyscraper (£10) and Fudge Professional HED Shine Spray (£14).



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By Sarah Dann

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