Marco Santini of ION Studio created the hair styles for the Jeremy Laing F/W 2010 presentation. Santini was inspired by a sketch of a "whimsical fairy" composed of soft, blurred lines. To translate the image he saw into reality, he used a selection of Davines products including the Davines DEDE Conditioner as well as Davines for Wizards No. 4 Glossy Modeling Putty.
To achieve the look, Santini first wet the model's hair with DEDE Conditioner, a lightweight formula designed to strengthen the hair. Hair was then dried and sectioned off into two parts. Using elastic string and a sewing needle, the hair was weaved together into an "organic" pony tail. The look was finished off with the application of the Wizards No. 4 Glossy Modeling Putty a paste-like product that helped to develop naturally-textured tresses. Each model's style was slightly different from the next.