Summer 2017 Beauty Trend Report: How to Master the Wet

When it came to hair this season, the wetter, the better. At Altuzarra models were described as “sexy mermaids,” while at Givenchy, Guido Palau went for a futuristic swimming pool look. Achieved using a not-so-effortless-for-an-effortless-look concoction of sprays, oils, creams and gels, slicked hair appeared in many iterations, from totally drenched to slightly sweaty.  

At Thakoon, Odile Gilbert slathered hair in cream and then twisted it up into a tight bun, leaving out one face-framing strand for a touch of imperfection. This is beach hair, after all. At Versus Versace, hair was meant to look worn in and a bit sweaty. It was tucked behind ears and into models’ chokers for a look that was half-sporty and half-sultry. The message was loud and clear: toss your hairdryer and make room for as many hair oils and gels as you can stuff under your bathroom sink.