Embarking on a sartorial journey through the corridors of memory, FROLOV's latest collection presented at London Fashion Week transcends mere fabric and thread, weaving together a tapestry of personal history and cultural homage. Inspired by the enigmatic landscapes and vibrant culture of Crimea, each garment becomes a vessel, carrying fragments of childhood summers and the echoes of a lost homeland.

The Crimea, a place of profound significance to the designer, became more than just a geographical location; it became a crucible for the formation of identity, a nexus of sensory experiences that shaped notions of femininity, sexuality, and freedom of expression. From the salty tang of the sea breeze to the earthy scent of pine needles under the Crimean sun, every element conspired to imprint indelible memories upon the designer's consciousness.

In a deft stroke of creativity, FROLOV translates these memories into a visual language, infusing each piece with layers of meaning and nostalgia. The deep burgundy hues reminiscent of train journeys between Kyiv and Sevastopol, the verdant greens evoking the dappled light filtering through pine forests, and the sunset gradients mirroring the hues of Crimean skies at dusk—all serve as brushstrokes in a larger canvas of recollection.

Yet, it is not merely a retrospective gaze that informs this collection; it is a synthesis of past and present, tradition and innovation. Oriental motifs, redolent of childhood visits to the Crimean Tatar Khan's Palace, mingle with contemporary interpretations of beach fashion gleaned from archival photographs and modern-day musings. The result is a melange of textures, colors, and silhouettes that pay homage to the designer's roots while pushing the boundaries of sartorial expression.

For the FROLOV show, hairstylist Philipp Haug orchestrated a symphony of effortlessly cool looks using OSIS products, crafting hairstyles that were in juxtaposition to the aesthetic of the collection. With two distinct variations, Haug masterfully channeled a sense of undone sophistication. In the first look, models sported a grungy, bedhead texture, achieved through the strategic application of texture sprays to infuse a cool, disheveled vibe. Embracing the juxtaposition of elegant attire with edgy hair, Haug focused on enhancing the natural texture of each model's hair, ensuring a cooler, more rebellious finish.

In contrast, the second look showcased longer lengths with faux fringes sweeping across foreheads, anchored by deep side partings for a bold, unconventional flair. Haug eschewed perfection, opting instead for a deliberately imperfect aesthetic by working mousse into the hair and diffusing it to encourage random separation.

The result? Effortlessly chic ponytails at the nape of the neck, exuding natural coolness while maintaining the models' individual personalities. Key products from the OSIS range, including Grip and Air whip mousse and Elastic hairspray, played pivotal roles in bringing these runway-ready looks to life, ensuring each model radiated an air of understated elegance with a hint of rebellious charm.

In our exclusive interview with renowned makeup artist Dominic, the creative genius behind the captivating FroLov look this season, we delved into the profound inspiration driving this trend-setting aesthetic. Drawing from the rich tapestry of 90's culture, Dominic revealed an unmistakable homage to iconic women of the era, including the indomitable presence of Pamela Anderson, the aristocratic allure of Tara Palmer-Tompkinson, and the effervescent charm of 90's girl bands such as Atomic Kitten.

Central to the FroLov look is a masterfully crafted interpretation of the quintessential 90's aesthetic—a delicate balance between raw allure and timeless elegance. At its core, the makeup embodies a fusion of nostalgia and modernity, seamlessly blending elements of vintage glamor with contemporary sensibilities.

A hallmark of the FroLov look lies in its signature "smokey eye" technique—a daring reinvention of the classic smokey eye, characterised by its artful dishevelment and sultry allure. With a deft hand, Dominic expertly applies feline kohl to the waterline, delicately accentuating the models' eyes before skillfully smudging and blending to achieve a soft, distressed finish.

At its heart, the narrative woven into the FroLov look is one of resilience and unabashed self-expression. It captures the essence of a spirited night out among friends—where laughter intertwines with moments of vulnerability, and tears are but a fleeting interlude in the dance of life. Through meticulously crafted club skin and the evocative allure of a teary smokey eye, Dominic invites us to embrace the full spectrum of human emotion, celebrating both the highs and lows of our shared journey.

In essence, the FroLov look transcends the boundaries of mere makeup—it is a captivating visual narrative that speaks to the universal human experience, inviting us to revel in the beauty of our imperfections and embrace the transformative power of self-expression.

Step into the vibrant world backstage at the FROLOV show, where the atmosphere is electric with creativity and energy! Dive into the behind-the-scenes buzz captured by Oleksii @parkhomaaa, as models, stylists, and artists come together to bring FROLOV's vision to life. Don't miss a moment of the excitement!

The show itself becomes a sensory experience, transporting the audience into the heart of Crimean culture. From the haunting strains of "Night in Alupka," a waltz steeped in the region's rich musical heritage, to the mysterious allure of oriental-inspired ensembles, each element coalesces to create an immersive tableau.

Set against the backdrop of Orchard Place at The Broadway, a vibrant hub of community and creativity in the heart of Westminster, the FROLOV show represents not just a showcase of fashion, but a celebration of collaboration and innovation. Partnering with esteemed brands such as 1664 Blanc and MAC Cosmetics, and sponsored by Schwarzkopf, the production is a testament to the power of synergy in the fashion world.

As the models glide down the runway, adorned in feathered gowns, sheer fabrics, and intricate lacework, they embody more than just the latest trends—they embody a narrative, a history, a cultural zeitgeist. And in that moment, the audience is invited to partake in a journey through time and memory, where the past converges with the present, and fashion becomes a medium for storytelling.