David Koma SS22

The Wet Look

This summer it’s all about sleek hair that lasts — long after you’ve stepped out of the shower.


Drawing on inspiration from the 1952 film Million Dollar Mermaid, International Artistic Director and British Hairdresser of the Year nominee Cos Sakkas, Efi Davies, and the TONI&GUY Session Team created a glossy Wet Look hair look for the David Koma Spring-Summer 2022 London Fashion Week show. Lashing of label.m Gel was smoothed over models’ hair, with soft waves framing the face. Completed with a liberal spritz of label.m Therapy Rejuvenating Oil Mist to perfect the shiny finish which complemented the wet look sheen of the makeup. Also seen at Simone Rocha, Versace and Emporio Armani.

Wet Look Hair

"Working with David Koma is so inspirational. He always puts on a big production. It’s all about the ambience and the atmosphere. This is our first live show since the pandemic so we’ve been able to get the TONI&GUY Session Team backstage again, hands on to create these beautiful looks." Cos Sakkas, Toni&Guy Global Creative Director and Head of Education


For Spring-Summer 2022, David Koma’s study of swimming costumes takes its point of departure in the athleticism core to that duality. Captured in film at the London Aquatics Centre designed by Zaha Hadid, the collection enters into a dialogue between the architect’s characteristic lines and the structural properties of the aquatic wardrobe. A series of tech lycra dresses are hybridised with swimwear with hints at wetsuits, while the plume trims of longer silhouettes mimic underwater movement. Transparent sequins create the illusion of garments recently submerged in water. The memory of swimwear appears in outlines and cut-outs on colour-blocked dresses, conjuring the detectible curves of swimming costumes.

Wet Look Hair

Watch the David Koma Spring-summer 2022 show


Complementing the hair look, the beauty look featured glossy skin, lids and lips that made each model look like a professional synchronized swimmer. A slick of thin black liner completed the look to emphasise the eyes.

Wet Look Hair

SHOP the look

Wet Look Hair

label.m Anti-Frizz Lotion; label.m Therapy Rejuvenating Conditioner; label.m Gel; label.m Anti Static Large Comb; label.m Shine Mist; label.m Anti-Frizz Cream

get the look in salon

Dare to brave the trend? Let our professional stylists recreate the look in salon. Find your local salon.

Wet Look Hair


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See more Spring-Summer 2022 trends.

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Wet Look Hair