Meet the “Wet Look”
Forget loose, beachy waves. The dominant hair story coming out of London is all about a high-shine, saturated finish. Dubbed the “wet look,” “drenched hair,” or “glass hair,” it’s a versatile trend that ranges from slicked-back roots on otherwise dry
hair to a full-on, fresh-out-of-the-ocean effect. At shows like David Koma, models sported hair that looked sculpted and soaked, while at others, it was a more subtle, gelled-down crown that suggested polish and control. It isn't one single style, but rather an overarching texture—liquid, reflective, and undeniably deliberate. It’s hair that looks like it was styled with intention, not chance.
A Statement of Intent
So why is this look capturing so much attention now? In a word: precision. For years, the prevailing aesthetic was “effortless” hair—soft bends, natural texture, and a generally relaxed vibe. The wet look is the direct opposite. It requires product, technique, and a clear vision. It’s a purposeful statement in a world saturated with low-maintenance beauty. Hairstylists see it as a return to glamour and power. A slicked-back style feels confident and strong, pulling the hair away from the face to put features on full display. The drenched look has a raw, almost primal energy. Both feel like a conscious choice, a way of signaling that you’re put-together, even if the look itself is edgy or avant-garde.
Spotted on the Runway
London’s runways provided a masterclass in the wet look’s versatility. At Erdem, the vibe was romantic and rain-swept, as if models had just walked through a classic English downpour, their hair elegantly plastered to their heads. At KNWLS, the look was grungier and more subversive, with piece-y, separated strands that felt both tough and modern. Meanwhile, designers like Dilara Findikoglu have consistently used wet-styling to create fantastical, otherworldly shapes. Lead stylists backstage often talk about using this texture to complement the clothes without competing. A sleek, wet finish can make an elaborate outfit feel more grounded, or it can add a futuristic edge to a simple silhouette. It’s the ultimate chameleon, which is why it keeps reappearing season after season.
The Professional Technique
Achieving that durable, runway-ready wet look is an art form built on a cocktail of products. This isn't just about running some water through your hair. Backstage pros layer products meticulously to get a finish that holds under hot lights and lasts for hours. The process often starts with damp, not dripping, hair. A strong-hold gel is typically applied from roots to ends to create the base structure. This is followed by a generous amount of hair mousse to add volume and hold without stiffness. The final, crucial step is the shine. Stylists will mist the hair with a high-gloss spray or work a hair oil through the mid-lengths and ends. This product layering is what creates the illusion of wetness while ensuring the style is locked in place and looks expensive, not just damp.
How to Make It Wearable
A full-on drenched look might feel intimidating for a trip to the grocery store, but the trend is surprisingly easy to adapt for real life. The most accessible entry point is the slicked-back bun or ponytail. Apply a small amount of gel or pomade to your roots and brush your hair back tightly. It keeps flyaways at bay and instantly elevates a simple style. Another option is the “damp roots” look: work a wet-look gel through the first two or three inches of hair from your hairline, then leave the rest of your hair dry and styled as usual. This gives a nod to the trend without committing to a fully saturated style. It works especially well for evening, adding a touch of edgy sophistication to any outfit.
