New York & Paris Fashion Week Recap: Behind the Runway Hair with As I Am

Every September, New York and Paris come alive with new ideas, creative expression, and the anticipation of what comes next in fashion. While the collections take center stage, the work happening backstage helps bring each designer’s vision to life.

This season, As I Am joined hairstylists across New York and Paris Fashion Week for Spring/Summer 2027. From soft curls and bouncy coils to floor-length braids, our products enhanced texture and individuality to bring runway looks to the next level. 

Novelty in New York

Our New York Fashion Week season began as lead hair sponsor for Public School’s opening-night show, where hairstylist Laurent Philippon celebrated the individuality of an all-male cast with diverse hair textures. Jamaican Black Castor Oil Water refreshed and reshaped, Rice Water eased combing, and Coconut Water softened and smoothed. Our Rosemary Mousse, Hair Wax Stick, and Oil added the finishing touches: hold, defined edges, and shine.

That attention to texture continued at Aisling Camps, where lead hairstylist Rutger coiffed bouncy curls and natural waves o accompany the designer’s architectural knitwear. Jamaican Black Castor Oil Water, Rice Water, and Coconut Water supported the styling process, while the Rosemary collection brought hold, polish, and shine to the finished looks.

For Amari Carter, hairstylist Nai’vasha incorporated voluminous rolls and beautiful afros to her runway looks. Coconut Curling Jelly, Rosemary Wax Stick, and Doublebutter Cream supported these looks with flexible hold, smooth edges, and lasting bounce. 

At Advisry, we reunited with Laurent Philippon to style the natural curls and braids featured throughout the collection. Jamaican Black Castor Oil Water helped refresh and rework the hair, while Curling Jelly, Rosemary Wax Stick, and Doublebutter Cream brought together definition and moisture. 

A Powerful Moment in Paris

In Paris, As I Am and Uberliss joined lead hairstylist Gabriel de Fries backstage at Matières Fécales. The show explored themes of family, tribe, and God, with hair taking on a striking role: floor-length wigs, braids, and flowers shared the runway with natural hair looks. 

Inspired by the cultural significance of hair, Gabriel emphasized its beauty and power. His hero product, As I Am Rosemary Water, supported everything from preparation and blow-drying to enhancing natural texture. Doublebutter Cream was his go-to for styling textured hair, while Uberliss Flexin Hairspray helped control flyaways and frizz with flexible hold.

Across both cities, we were grateful to work alongside creative teams who approached hair as an essential part of each collection’s story. It was a truly meaningful exhibition of the creative visions of hair.