Not a morning person? Well, you might be in luck as the beauty gods just deemed bedhead hair the new standout trend on the circuit.
A welcome alternative to the ubiquitous slicked-back updos of influencers across the board, bedhead tresses – think frizzed strands and unruly matted webs – have saturated the runway this season – sounding the death knell on more polished, clean-girl looks.
Across the pond, household names including Tory Burch made a case for loose, low ponytails, sported by stars including Emily Ratajkowski who took to the runway for spring/summer 2027.
Likewise, in London, designers including Erdem, Bora Aksu, Pauline Dujancourt, Dreaming Eli, KNWLS, Chopova Lowena and Yuhan Wang – who strapped floral silk eye masks across the foreheads of models – championed the unkempt aesthetic. In Milan, Prada followed suit – elevating its signature bralette and midi skirt combo with back-brushed styles.
“It gives a slightly less conventional beauty and can give a more everyday person feel to the look,” says Tom Warr, creative director at Blue Tit London when asked about the popularity of the bedhead trend. “It also gives a playful rawness to the models’ looks and can bring more attention to the strong structures of the clothing pieces.”
© Imaxtree
© ImaxtreeThe creative and his team were responsible for executing the grunge-infused hair at Maximilian Raynor’s SS27 show, using 90s David Beckham for reference.
Tom says: “We updated the style for a modern era by introducing an undone, grown-out loose texture rather than maintaining the precise neatness of original 90s versions.”
Tap into fashion’s penchant for sleepy-girl beauty and discover the best bedhead looks from SS27 so far.
Bedhead hair from SS27:
Dreaming Eli
For SS27, Dreaming Eli opted for softly waved low ponytails with loose strands and messy braids, reflecting the gothic romanticism of the collection.
KNWLS
Championing a similar modus operandi, KNWLS complemented its grunge-girl runway looks with loosely-tied low ponytails, complete with middle partings and stray strands tucked into outerwear layers.
Bora Asku
Bora Aksu revived its signature dreamy-eyed aesthetic this season, pairing frothy lace gowns with twee, twirling updos held in place by crochet bonnets and boasting a just-woken-up frizzed finish.
Fashion East
Known to debut subversive styles that never cease to surprise, Fashion East paired back-to-school looks with boisterous curls in 70s-inspired shag dos and low ponytails.
Susan Fang
Heidi goes raving appeared to be the concept at Susan Fang. Models hit the catwalk with traditionally braided updos that received a spiked makeover in true 90s pop princess style.
Erdem
Low plaits with feminine, cool-girl strands made for a romantic look at Erdem, effortlessly complementing the designer’s trademark crystal-encrusted pieces that shimmered on the runway.
Pauline Dujancourt
Beloved for her whimsical, hand-knitted designs, CSM graduate Pauline Dujancourt teamed her wafting dresses in shades of lilac and charcoal with fluidly coiling, low-slung ponytails.
Kseniaschnaider
Haphazardly styled, semi-wet look buns and aggressively tousled bangs and braids were on the beauty agenda at Kseniaschnaider, who debuted a series of graphic sportswear ensembles.
Yuhan Wang
Titled Sweet Nightmare, Yuhan Wang’s latest collection invited audiences into the private sanctuary of the female bedroom – with hair concoctions of those who spent the night tossing and turning to match.
Annie’s
Victoriana braided ‘dos made for an uber-romantic touch at Annie’s, with models stepping out sporting a tapestry of braids, intricate waves and loose strands that culminated in fairytale-inspired coiffs.
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