Behind the Scenes at New Zealand Fashion Week with Joico
At New Zealand Fashion Week, the most compelling hair was never about perfection. It was about making something considered feel completely effortless. Nowhere was that more evident than backstage at Fashion for a Cure inside Auckland’s Shed 10 — the purpose-led, multi-designer show presented by Breast Cancer Cure — where Joico delivered a masterclass in modern runway beauty: soft, undone and entirely individual.
Under the direction of award-winning hair director Anthony Bayer, the brief was less about creating one definitive runway look and more about celebrating what makes each model unique.
“Fashion for a Cure is such a special runway because there is so much purpose behind it,” says Bayer. “For the hair, we wanted to celebrate the individuality of every model.
And backstage, that meant working with the hair rather than against it.
There was no place for anything too rigid or overly lacquered. Instead, natural curls were defined, straighter lengths were shaped into fluid waves and volume was built with a light hand. The finish was healthy-looking and touchable — considered enough to feel special beneath the runway lights, yet relaxed enough to make you want to recreate it the moment you left the show.
Of course, making hair look as though nothing has been done to it is its own kind of craft.
Backstage, preparation was everything. The team used a considered combination of volume, movement, heat protection and hold, adapting the approach to each model while keeping the overall beauty direction cohesive.
“It’s effortless hair, but with every detail considered,” explains Bayer.
For models with finer or flatter hair, Joico Body Shake created airy, editorial body without weighing the hair down. The effect was fullness with movement, rather than volume that looked artificially inflated. Where the hair needed more definition, Joico JoiMist Medium offered flexible hold while allowing waves and natural texture to remain fluid. It gave each style enough structure to last without locking it into place.
For the softer wave looks, Joico Heat Hero came into play, offering thermal protection up to 232°C while boosting shine. Then came Joico Hold Hero, the newest addition to the backstage line-up. Where a look needed extra staying power, the formula delivered long-lasting hold while maintaining a touchable finish. Particularly important for runway hair, it helped the styles withstand the backstage rush, bright lights and constant movement without losing their softness.
And finally, the finishing touch: Joico Defy Damage Invincible. Designed to help fight frizz while adding softness and shine, it helped keep the finished hair looking healthy and polished right through the show.
The result was a cast of distinct looks rather than a sea of identical styles: soft, voluminous waves alongside naturally defined curls, with each texture given room to retain its character. Together, they created a cohesive summer mood without sacrificing personality. The hair didn’t compete with the fashion; it completed it.
That ease felt particularly fitting for Fashion for a Cure, which brought together some of Aotearoa’s leading fashion talent in support of vital breast cancer research. For Joico, which has supported the runway show as the official hair partner for almost a decade, the beauty philosophy was refreshingly simple — celebrating individuality and turning the seemingly effortless into something extraordinary.
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