Articles

I'm on week 3, I'll let you know how I fare.

If the last few years were all about "quiet luxury"—understated elegance, muted tones, and stealth wealth dressing—however, that’s all out the window in 2025. Taking a completely different approach, this year we’re leaning into personalization and everything extra to make us feel most like us. 

Welcome to the era of loud luxury, where fashion speaks volumes through bold colors, maximalist accessories, and an unapologetic embrace of self-expression. From runways to street style, the trend is impossible to ignore, and it’s not stopping at clothing. Hair is having its own loud luxury moment, and we’re here for it.

While blow-dryers aren’t going extinct anytime soon, this summer is all about going natural on purpose. That means embracing what your hair wants to do, with a little help from products that actually get it. No crunch, no fluff—just you, but smoother.

Enter: air-drying stylers.These creams are the key to polished, frizz-controlled, effortlessly styled hair without the heat—and they’re quickly becoming the season's must-have.