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00:00 Hey everyone, this is Jenny from Street Booth Confessions of the Hairstyles and we're in
00:04 my studio right now and I have the fabulous Effie Davies with label MUSA.
00:10 So she's going to be demoing a beautiful technique and I'll let her take it away and just to
00:15 give you guys a heads up, I'll be actually taking over American Salon Facebook lives
00:20 once a month so definitely check that out.
00:22 So Effie, what are you going to be demoing today?
00:24 Cool, thank you Jenny.
00:26 Hello American Salon.
00:27 Well basically what I'm going to be showing and demonstrating for you today is something
00:32 that we do, it's called Fashion Fix.
00:33 With Label M as the official hair care sponsor for Fashion Week, our aim is to get a service
00:39 where we take that fashion element from the catwalk and we bring it to the client.
00:45 And it's all about that quick dry styling but with an element of fashion and that edgy
00:50 kind of feel, quite textured.
00:52 So what I'm going to be demoing for you today from the Fashion Fix is going to be the Doxy.
00:57 Now the Doxy is very cute yet edgy.
01:00 It's a beautiful five strands reverse scowl braid and it has become very very popular
01:06 because the client is very familiar with what's happening in fashion today so when they come
01:12 into the salon and they want that quick fix with their hair, they don't want a classic
01:16 braid or a classic plait, what they want is something more interesting and this is where
01:21 the five strands scowl braid comes in.
01:24 So what I'm going to be doing, I'm going to take you through the preparation of the hair
01:29 because the preparation of the hair is the most important part.
01:33 Like I mentioned earlier, we're working with dry styling, hence I'm going to be applying
01:37 products on dry hair.
01:39 And in this case I'm going to go straight with the Label M Texture Volume Spray and
01:44 the best way to actually describe it is dry shampoo with a bit of wax in it.
01:48 It gives you that beautiful kind of like gritty texture.
01:53 And what I did prior to that, I went away from the face.
01:57 Always prep the hair the way you're going to style it because as soon as you grab it,
02:01 that's exactly how it's going to sit.
02:03 So what I'm going to do for you now, just to show you exactly how to start because it's
02:08 the most critical part of it, I'm literally going to brush her hair away from the face,
02:15 nice and flat, and this is exactly how you would do it with your client.
02:20 From there, I'm going to grab a couple of clips and I'm going to go nice and flat.
02:26 The actual five strand braid I'm going to be creating is going to have quite a bit of
02:31 a distress feel to it.
02:33 I don't want it to be clean.
02:34 I don't want it to be too pretty.
02:36 It needs to have that kind of fashion element and edge.
02:40 So literally taking one, two, three clips and straight away what I'm going to do is
02:48 I'm going to take my pigtail comb.
02:50 I'm going to turn my model a little bit in here and I need to actually measure on the
02:55 curve of the head where I'm going to go with the plaits.
02:59 Now one, two, three.
03:01 I'm taking the three sections.
03:05 So I go splitting the hair in three.
03:08 I'm going one over, two over.
03:10 But don't forget I'm doing a five strand.
03:14 So one, two, three, I've just gone over.
03:17 Grabbing my fourth one.
03:19 My fourth one has to be the same density.
03:22 So the amount of hair has to be even for an even and beautiful kind of seamless feel.
03:28 It's going to come under, it's going to be over, and I'm going to drop it there.
03:32 With one hand, like a fist, I'm going to grab one, two, three.
03:37 Keep it nice and tight.
03:39 You will distress it afterwards, but for now keep your technique nice and clean.
03:44 Now adding my fifth, I'm going under, I'm going over, and I'm dropping it into the center.
03:52 So basically what happens is the outer part of the section will travel under, over, and
03:57 drop.
03:58 I've got five, so it is the outer ones that will travel in to become the middle one.
04:03 This way, each and every single section will take the turn to come.
04:08 That's why the density is going to come nice and evenly throughout.
04:13 So can you see what I just did?
04:14 I grabbed a little section on my outer part, and I'm going under, and traveling over, and
04:23 dropping the section in the middle.
04:25 It's very straightforward once we kind of like get the rhythm into it.
04:30 Keep moving your lovely little clicks there, and adding to it.
04:35 By placing the clicks, it will allow me just to grab a bit of hair there, and not go all
04:40 the way.
04:41 I've done this on the prep, which means I kind of saved a lot of time doing it.
04:45 So over, under.
04:48 And the head position now is so important.
04:50 Now my gorgeous model is going to place her head slightly down, because the lower the
04:55 braid comes, the more the head has to rotate at the front.
05:00 Now what I'm going to do, I can actually move those clicks, because I do not need them anymore.
05:05 I'm going to come with my thumb.
05:07 Like I said, I'm not using the brush, because I don't go, I'm not going to go with that
05:12 really super sleek kind of feel.
05:15 She's got gorgeous texture, and that's why I use a texturizing volume spray.
05:20 I want to give that kind of like chemically over-processed feel, as you can see.
05:25 And to be honest with you, just one product will do the job.
05:28 So from here, I'm going under and over.
05:32 And now you can actually see the five-strand braid taking its form.
05:38 And why reverse?
05:39 Because it's going to sit on the surface.
05:42 It will allow me to manipulate, as you can see.
05:46 So from there, tight, grab it, over and under.
05:51 Or under and over, rather.
05:53 Sometimes I even get confused.
05:56 It actually helps me to go over it out loud.
06:00 Over and under and under and over, as you do.
06:02 There's nothing wrong with it.
06:04 So working, and now going into my next section.
06:12 You can see, once you get the actual gist of it, it's just really nice.
06:16 You get the rhythm, and you work around with it.
06:21 From here, under and over and drop.
06:25 The other thing, when you're in the salon, the head, body position is very important
06:29 as well.
06:30 And why is the body position very important?
06:32 Because yes, we're filming now, and it's quite natural, especially when you're demonstrating
06:35 as well.
06:36 Imagine if I was standing behind your shoulder, while basically Jenny was filming this step
06:41 by step, right?
06:43 What I would have done is I would have achieved the braid coming all the way to the side.
06:47 But again, if you want to achieve that look, you know where to stand.
06:52 Like little things, like such a small detail, when it comes to the educational part of even
06:57 like a braid, is so important, because it makes such a huge difference on the finished
07:02 outcome.
07:04 So what I'm doing is I'm not going too tight now.
07:07 And the reason I'm not going too tight is because I would love to manipulate and distress
07:12 the actual braid that I'm achieving now.
07:14 So I'm going under, and over, and now we're going to put the head slightly forward.
07:24 Amazing.
07:25 And this is basically my last kind of like two sections.
07:28 When I go on the bottom, as you can see, whatever hair I got left, to even it out, I'm not going
07:34 to add on the side and on the side, I'm actually going to go horizontally.
07:38 This will keep the braid nice and tight on the nape.
07:42 And trust me, little changes like this make a big difference, like I said, on the finished
07:47 outcome.
07:48 This is my last one.
07:50 And to be honest with you, practice makes perfect.
07:53 I'll tell you what, the most kind of like difficult thing that you might find when it
07:58 comes to this braid is holding five strands into your hands.
08:04 That's the one difficult thing that you might find.
08:06 But what's great about it, you keep practicing, make sure you feel very comfortable just going
08:12 into like a fist because you've got five fingers, one with the thumb and the rest of it with
08:17 the rest of your fingers.
08:19 I was saying earlier that basically we take inspiration from the catwalk as the official
08:24 hair care sponsors for Fashion Week.
08:27 And the five strands, it's something that quite classic that we've been doing with the
08:30 label M and the Tony Guy London Academy.
08:33 It's a show that we did for Jacob Beards where we created a five strand super, super sleek
08:40 coming down all the way.
08:42 And this is a great example of how we get inspiration from the catwalk straight into
08:48 the client because the client is very aware of what's happening in fashion at the moment
08:54 if you think about it.
08:56 It happens with the catwalk and then within, I don't know, maybe within seconds you see
09:02 it on IG, on Instagram, you see it on Facebook, then you've got your weekly glossy people
09:08 magazine that got the very high end fashion brands, the actual get the look much cheaper
09:16 from the high streets.
09:17 Automatically, like it or not, the client is very aware of what's happening within fashion,
09:25 within textures, within shapes.
09:27 And us as hairdressers, we always, always, always have to keep ourselves out there.
09:34 And this is a great example, like I said, just taking it into the client.
09:39 And clients love it when you do something different as well.
09:42 And you love it as well because you're not going to kind of like repeat something you
09:46 did yesterday.
09:47 It's something new, it's something fresh, something motivated.
09:51 And yes, it could be like as easy as a five strand little braid as you can see now.
09:55 I'm kind of like finishing my braid now.
09:58 I'm actually getting and maintaining this texture.
10:06 What I'm going to do is I'm just going to move it along and I'm going to start distressing
10:12 my plait.
10:13 That's why I did not go as much as, but I'm going to achieve this in a minute.
10:20 We do have a question.
10:21 Someone wanted to know what you use to prep her hair with today.
10:24 Oh, she actually came with a hair prep just all the way back.
10:28 But what you can actually do, if the hair is quite soft, your aim is to create an extra
10:36 layer on top of the hair.
10:37 And I would definitely use the Label M Volumus for that.
10:41 Make sure it's not too strong because it's too strong.
10:44 It becomes a little bit too gritty.
10:45 And when you run your fingers through it, it's not going to be very easy to manipulate
10:49 if I make sense.
10:50 Just, yeah, use something light that you can actually build.
10:54 I would definitely use the Volumus that we've got.
10:57 And then someone wanted to know, are you Greek?
11:00 Very.
11:01 You know it.
11:05 So texturizing volume spray all the way throughout.
11:11 And to be honest with you, this is just the base.
11:12 I haven't even started kind of like manipulating it, but you can really go for it.
11:17 So the more consumer friendly you want it, nice and clean.
11:21 Put some polish, put some shine missing to it.
11:24 Perfect.
11:25 If you really want to distress it, like quite young, cool cheek, you know, going out and
11:30 about like you, right?
11:33 Just really kind of like play with this gorgeous texture and run your fingers through it as
11:39 if you have not used a brush, if that makes sense.
11:44 That unkept feel is something that it will actually maintain that distressed kind of
11:49 look.
11:50 So as you can see now, what I want to do is I just want to take it a little bit to the
11:54 next step and distress it a tiny bit from there.
12:00 Nope, hairspray, not just yet.
12:04 A tiny bit more.
12:07 You will know when you hold the hair.
12:10 If the hair feels still slippery, do an extra layer.
12:16 Where can people find Label M products in the United States?
12:26 They're in salon-centric everywhere and basically it's strictly professional use only.
12:34 You have to be a licensed hairstylist to get them, absolutely.
12:40 Is it easier to do on dirty hair with some dry shampoo?
12:45 Great question.
12:46 My answer, it varies.
12:48 Me personally, it's down to taste.
12:50 I'd say not really because like I was explaining earlier, I'm looking for that gritty kind
12:56 of feel and texture.
12:58 Now imagine when I was taking the sections through, if it was greasier and I put some
13:03 dry shampoo on it, this would flop down.
13:06 What you want is that extra kind of grit on the top of the layer of the hair so when you
13:10 push it back, it will stay back.
13:12 Don't make sense when I say that.
13:14 So me personally, I'd say no.
13:17 For different hairdos and outtakes, yes.
13:19 Ponytails for instance.
13:21 Just a little bit of hairspray.
13:32 And fashion accessories are pretty huge.
13:34 I don't know if you agree but in the salon, they do ask for it so much.
13:40 What I can do is I've got a little accessory from Oandam.
13:48 It's green.
13:49 Why not?
13:50 Looks incredible Effie.
13:51 Thank you baby.
13:52 And what I'm going to do is just for that finish kind of touch, it's all down to the
14:02 detail.
14:03 If I wanted to look a little bit more editorial, I'm just going to get a texturizing volume
14:07 spray and go to it.
14:10 And like I said, it's amazing.
14:13 I think I'm coming back at the end of January because what we're going to do is with LabelM,
14:18 we are launching these surveys basically with LabelM USA which is fantastic.
14:24 We're going to start with the first 10 looks.
14:26 We've got an amazing kind of like ambassador's training coming up in Dallas.
14:31 I'm so excited to go to Dallas.
14:34 And yeah, then the guys will take over which is going to be fantastic.
14:40 Tell me a little bit about how LabelM is the official hair care for London Fashion Week.
14:45 That's huge.
14:46 Oh yeah.
14:47 Actually, it's a bit of an honor as well because when it comes to becoming the official hair
14:54 care sponsors for London Fashion Week, you need to be invited by the British Fashion
14:58 Council which is huge and major.
15:02 And if you think about it, out of all the companies out there, the British Fashion Council
15:07 chose LabelM because it's kind of like a fashion label for hair.
15:11 That's how we see it.
15:14 That's incredible.
15:15 I think I'm done now.
15:16 I can play with it all day as you can see.
15:21 So I'm going to do a little recap if that's okay.
15:26 You can see the finish.
15:27 So is that okay for you my darling?
15:30 Yeah, absolutely.
15:31 That's cool.
15:32 So recap.
15:33 Prepare the hair exactly the way you want to dress it.
15:37 Is it going to go away from the face?
15:39 Is it going to be on a ponytail?
15:40 Is it going to be on the side?
15:42 So if you're working from wet to dry, use some volumes.
15:45 But in this case, because it's a dry styling, went into straight with the texturizing volume
15:51 spray, everything away from the face.
15:54 Put one, two, three clips.
15:56 Start with three sections going over and over.
15:59 And then four and five will come under and over and drop in the middle.
16:03 You just do exactly the same thing and you add just literally going diagonal back.
16:09 If it was tighter and cleaner, you want to rotate that little part there.
16:13 In this case, we didn't have to do that because we wanted that unkept feel.
16:17 Finished off with more texturizing volume spray and some label M hairspray.
16:22 Thank you very much.
16:23 I hope you like it.
16:24 Wow, Effie, this looks incredible.
16:25 Now, tell me where people can find you.
16:28 What's your Instagram?
16:29 My @effiedavis.
16:30 So that's E-F-I-D-A-V-I-E-S.
16:31 We'll put it in the comments below.
16:38 But this looks incredible, you guys.
16:41 I love the texture of it.
16:42 And I think with that texturizing volume spray definitely helps give it more of that airy
16:46 texture.
16:47 So yeah, thank you so much for joining.
16:50 Thank you for having us.
16:51 Stay tuned.
16:52 Every month I'm going to be taking over American Salons Facebook Lives.
16:56 I'm coming live from the Confessions of a Hairstylist studio.
17:00 Effie is such an amazing educator, as you guys can see.
17:03 And where can people find more about your educational classes?
17:06 Oh, well, basically, I work at the London Toning Guy Flagship Academy, and that's where
17:13 we're based at.
17:14 And that's where I teach every day.
17:15 And I come to America about four to six times a year.
17:18 So yeah, check out with label M USA for any details.
17:22 You guys definitely have to check her out.
17:24 Effie is actually one of my good friends, and we always joke around.
17:28 Because she does all these incredible braids, you have to check out her Instagram.
17:32 They're almost like braids that really no one else can do.
17:36 Because your dexterity has to be quite trained for it.
17:41 So definitely check out her how-tos on her Instagram.
17:43 Thank you so much, Effie.
17:44 Thank you.
17:45 Thank you so much, Jillian.
17:46 This looks incredible.
17:47 Thank you, baby.
17:48 Cool.