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25.08.2025
Wella Professionals x Alémais: A Creative Synergy Debuts on the Global Stage
Wella Professionals has joined forces with Alémais and GHD in an exciting creative partnership for the debut of Alémais’ Resort 2026 collection, showcased on the international runway for the very first time. Set against the stunning backdrop of the Culinary Art Museum in Marrakech, the event marked a bold and vibrant celebration of artistry, texture, and self-expression - a perfect match for Wella’s styling ethos.
At the helm of hair direction was Wella Professionals Creative Director and GHD Creative Artist Renya Xydis, who crafted expressive, texture-rich styles to complement the city’s radiant energy and Alémais’ unique aesthetic. Think effortlessly undone, lived-in hair tailored to each model’s natural hair type - polished yet raw, romantic yet grounded.
“Alémais is a brand I’ve long admired for its storytelling and craftsmanship - values that align perfectly with Wella Professionals and GHD. This partnership brought the brand’s vision to life through hair that felt expressive, effortless, and elevated.”
- Renya Xydis.
Celebrating Texture and Technology
To achieve the signature looks, Renya and her team relied on Wella Professionals’ Ultimate Repair Miracle Hair Rescue and Ultimate Smooth Miracle Oil Serum - must-have formulas for reviving and refining hair backstage. The styles were prepped using the ghd helios hairdryer with diffuser and comb attachments, finished with the ghd thin wand to sculpt natural texture, and perfected using the EIMI Styling range, which allowed stylists to build shape, volume, and fluidity with total control.
The final hair looks captured the duality of the Alémais collection: rooted in natural beauty but elevated with refined detailing - just like the collection’s palette and silhouettes, which mirrored the rich tones and movement of Marrakech itself.
A Celebration of Culture, Craft & Collaboration
Alémais Founder and Creative Director Lesleigh Jermanus described the show as a moment of deep connection - with place, craft, and creativity. This Resort 2026 collection saw Alémais partner with Marrakech-based artist Laurence Leenaert of LRNCE, blending storytelling and artistry into a collection that was both grounded and visionary.
“Travel and collaboration are the beating heart of Alémais. Together, we ’re celebrating the perfectly imperfect — experimentation, emotion, and artistic freedom.”
- Lesleigh Jermanus
The result? A powerful display of fashion, beauty, and culture, spotlighting not only Alémais’ first international runway appearance but also the limitless potential of creative partnership.
GET THE LOOK
MARRAKESH WAVE
STEP ONE
Prep Hair with Wella Ultimate Repair
STEP TWO
Randomly plait hair while adding Wella EIMI Extra Volume Mousse to create a natural wave.
STEP THREE
Set the wave by running the GHD Chronos Max Iron over the plait.
ALTERNATIVELY
Alternatively, you can create a texture using the GHD Wave Triple Barrel Hair Waver
STEP FOUR
Take the plaits out and rake the hair through with your hands using Wella Ultimate Smooth Miracle Oil
STEP FIVE
Define and Bring the wave out by toning random sections of haiur using the GHD Curve Thin Curling Wand.
GET THE LOOK
PLAIT LOOK
STEP ONE
Prep Hair with Wella Ultimate Repair
STEP TWO
Add Ocean Spritz to root area and dry in with fingers like a "rake" to add texture.
STEP THREE
Part in two sections down the middle and add rugged texture to create some grit...
STEP FOUR
Start plaiting an under braid from nape with enough tension so it bends forwards. Tie off with small elastics/hat elastic.
*if shorter, extension will be added
STEP FIVE
Sealwith Wella Mistify Me Light & Wella EIMI Glam Mist. Wrap plait with net & diffuse with GHD Helios diffuser.
STEP SIX
Finish off with Wella Cards
