Sid Da Barber and JJ Savani Define the Male Look at London Fashion Week

In the British capital, London, in the United Kingdom, barbers Lewis Gumbrell, known as Sid Da Barber, and stylist JJ Savani led the hair direction for the latest runway show by Australian designer Justin Cassin. The presentation marked the debut of the Spring/Summer 2027 collection at London Fashion Week, an event that directly interests the barbering sector by demonstrating how contemporary male aesthetics are evolving beyond traditional standards.

The team's central objective was to create a series of polished and individual looks that celebrated different expressions of modern masculinity. The work sought to balance the structured control of the clothing with fluid and wearable lines, allowing the hair to reflect this duality. The proposal was not to impose a single style but rather to value each model's identity.

According to Lewis Gumbrell, the collection allowed for exploring various facets of gender through the hair. He highlighted that the great challenge is understanding individuality and elevating what already exists naturally in a person's hair. The backstage environment of fashion week provided the necessary creative freedom to test these ideas, while always maintaining the relevance and practicality of the cuts.

The final results ranged from sleek, high-shine finishes to highlights on natural curls, coils, and Afro textures. For models with longer hair, the team swept the hair away from the face to create a controlled and glossy look, preserving subtle movement. Those with short or textured hair were worked on in an individualized manner, focusing on the shape and natural character of the strands.

JJ Savani was responsible for the lead model's look, Dejon Noel-Williams. He created polished straight braids, a sharp hairline, and a sculpted beard with a specific design that dialogued with the architectural cut of the clothes and open necklines. The professional emphasized the need for graphic and disciplined lines to keep the silhouette clean above the neck.

For Savani, male grooming at fashion events is no longer about following a single visual standard. The current approach requires the professional to read the person in the chair and transform them into their strongest version, integrating the skin as an integral part of the outfit. The show was produced and directed by Alice Holland, with backstage management and styling by Melania Peluso.