Fashion print maestro Erdem collaborates on styling range

Erdem has designed three bespoke designs for the Front Row range, which are revealed when the top layer of the label is removed.

This removable top section of the label contains styling tips on how to use the salt spray, dry shampoo and hairspray from Charles Worthington’s creative team.

Design agency Jones Knowles Ritchie created the initial pack design for the range where the label can be peeled off to reveal a purely decorative pack.

The peelable nature of the packaging means that as fashions change the packaging can be updated by altering the underlying pattern on the label.

Royston Labels has manufactured the peelable labels.

Charles Worthington has styled the hair for Erdem’s models for the past four seasons at London Fashion Week.

“It’s been a fantastic opportunity to work with the Charles Worthington team on developing the print for three limited-edition Front Row products, said Erdem.

“Seeing it translated into a different kind of product is really exciting for us.”

The products are on sale now.

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