As I am takes NYFW February 2024

As I Am is now on the runway?! This February we collaborated with visionary hairstylist Rutger and his talented team for NYFW 2024. We were featured in 2 amazing fashion shows for the brands Callas & Aknavas!

The Callas show was flattering, luxe, & sophisticated. This show was not a traditional runway show -- it was more of a laid back and intimate presentation where the designer, David Lam, explained his inspiration and design process for each look. It took place at the Hotel Chelsea -- a venue just as elegant as the looks featured. Models sashayed into the presentation room in trench coats, fitted blazers and relaxed dresses.

Their hairstyles paired perfectly with each look -- slicked back buns and chic bobs. Our Rosemary Styling Mousse and Rosemary Edge Control were used for the slicked back styles, and our Rosemary Oil was used to add shine to each style. After the show I decided to wear a slicked back bun and pair my blazer with some over the knee boots to go to dinner … I can confidently say I was influenced by the understated, elegant looks I had seen earlier that day.

The Aknavas show was striking, modern & dynamic -- it took place at the Ritz Carlton NoMad and it was everything you could ever hope for from a NYFW show. On a traditional glamorous runway, celebrities, fashion intellectuals and art-lovers gathered to take a first look at Danish-born designer Christian Juul Nielson’s new collection. Models emerged in metallics, acid-washed denim, and teal vegan leather. I’m a sucker for co-ord sets … and this show did not disappoint. Here are some of my favorites that I would LOVE to add to my personal wardrobe:

Aren’t those denim floral boots everything?? I love how put together yet effortless these looks were. The natural and loose hairstyles paired with minimal makeup was very much giving the “NYC cool girl” look. Our Rice Water Spray was featured in this show to add hydration and life to the model’s lengths & curls.

Overall it was a 10/10 successful fashion week! It was awesome to see how Rutger and his team used our products to unleash their creativity and create styles that elevated runway looks. Until next time NYC <3 

--Mia Dunn, Brand Manager