It's all about the guys, says Cream's Artistic Director Dean Brindley.

Last weekend, it was time for the fashion elite to take centre stage – only this time it was time it was all about the men.
London Fashion Week Men’s continues to showcase the very best creative and design talent around the world through runway shows, presentations, installations, dinners and parties.

It makes for a very fun-packed, stylish weekend in the heart of the capital.

Cream’s MD Scott Smurthwaite and I were lucky enough once again to experience #LFWM first-hand when we were asked to be part of the hair team.Getting away took a lot of organisation in the Cheltenham and Gloucester salons, but it meant we got to coif the locks of some of the most stylish men in town.

At the four-day showcase were some of the world’s most recognised designers showing their latest collections, including the likes of Paul Smith, Burberry, Alex Mullins , Barbour and Topman.

And it was a star-studded affair with model – and ex-University of Gloucestershire student, who knew? – David Gandy, Radio One’s Nick Grimshaw, McFly bassist-turned-fashion-designer Dougie Poynter and model Oliver Cheshire all making appearances.

It was a fun – but manic – event for us backstage at Friday night’s Alex Mullins runway show.
The show’s distinctly Seventies vibe meant we had to create suitably flamboyant hair to go with London designer Alex’s quirky, oversized designs. It’s the kind of challenge Scott and I love, and it was so great to be involved with such an amazingly prestigious event with a great team of people.

We’ll be looking forward to the next one.