As Amsterdam Fashion Week 2025 concludes, we turn the spotlight to the artistry and technique behind this year’s hair looks. Over four days of runway presentations, the official hair partner of AFW, Keune, helped bring designers’ visions to life with precision, creativity, and innovation. In this article, Keune highlights the standout hairstyles from the week, showcasing the craftsmanship and style that defined AFW 2025.
NATAN
Lead: LaToya Velberg
Product highlights:
“For the look of the day, several products were used. After dampening the hair, Rush Hour was applied, which shortens drying time while adding lightweight body and shine. Shine Therapy gave the hair an ultra-glossy finish.”
Rush Hour: shortens drying time, gives the hair weightless body, and strengthens the hair structure. Also provides heat protection up to 230 °C.
Shine Therapy: adds up to 80% more shine, without feeling greasy or sticky.
“LaToya Velberg and her team created a sleek, shiny, and glossy hair look for the Natan show. The models had smooth side parts, with the hair either slicked back tightly or styled into an artful, twisted bun. The hairstyle perfectly complemented the chic and refined looks of the show.”
YUME YUME
Lead: Mark van Westerop
Product highlights:
“For the look of the day, several products were used. To give the hair structure and hold, the Velvet Cloud Mousse and the Free Styler Spray were particularly important.”
Velvet Cloud: a mousse that combines texture, volume, and care, giving the hair airy body and a silky-soft finish.
Free Styler: a versatile hairspray that provides natural shine and a flexible finish, without a stiff feel.
“The show featured a variety of hairstyles: from natural styles to super-long braids that reached the floor and, as the pièce de résistance, bows made of braided hair. The hair underscored the theme of metamorphosis, central to the show, and completed the looks.”
Images by Lotte Sinke