BAFWeek, and the hair that comes after the catwalk

Sergio Antonio Luján, creative director of Staff Luján, analyzes the hair that comes after the catwalk. These are the AW 2026 trends

The return of Buenos Aires Fashion Week once again put the aesthetic keys of the next season on stage. Among proposals that combined sustainability, identity and a retro look, the shows by designers such as Juliana García Bello and Valentina Schuchner, along with the vibrant closing of Kosiuko, left clear clues about what will also be transferred to the world of hair.

To Sergio Luján, creative director of Staff Lujánthe catwalk confirms something that is already perceived in the show: Argentine women continue to opt for length, but with an increasingly natural and sophisticated aesthetic.

“Blonde is still a highly requested classic, but what is changing is the tone. Extreme blondes or too platinum blondes are no longer sought after.. What we see is a tendency to lower the intensity and work with softer colors, such as beige, butter or honey. They are more elegant blondes and easier to maintain,” explains the stylist.

Extreme blondes or too platinum blondes are no longer sought after, says Sergio Luján

However, when looking at the BAFWEEK catwalks, another fact also appears that, according to Luján, better reflects the local DNA. «If you look at the fashion shows, there are many brown models. That color represents a lot of the Argentine woman. Our natural tone usually goes towards brown, and today it is becoming more and more valued.»

For the hairdresser, the current trend is not to radically transform the color but to enhance it. «Many women who previously sought to lighten their hair a lot now prefer to keep their brown base and work with very subtle reflections or highlights. The idea is to respect one’s own color, giving it depth and shine.»

In terms of cuts, the professional points out that layers are once again the protagonists, especially in long hair. «The length continues to dominate, but it is no longer heavy or rigid hair. A lot of work is done on long layers that give movement and allow the hair to fall naturally. It is a very feminine and very modern look.»

Argentine women continue to prefer long hair, says the professional

The stylist also observes an increasingly direct relationship between catwalk and street. The trends that appear in the fashion shows are reinterpreted for everyday life. “What we see in fashion, such as layering or mixing textures, is also reflected in hair. Today hair has to accompany the look, move, have volume and a certain freedom”.

In makeup, the trend follows the same logic. «The focus is once again on the skin. We are looking for luminous and very natural makeup, where the hair plays a leading role. The general idea is to look groomed but without excess production.»

For Luján, the key to the season is not so much a specific cut or color but rather the health of the hair. «The true luxury today is well-groomed hair. When hair is healthy, any style works.»

From his experience at the Palermo salon, the stylist summarizes the spirit of the new season with a clear idea. “The trend is not to radically change, but to improve what each woman already has. Hair becomes more natural, more elegant and more real.”

“We are looking for more elegant blondes that are easier to maintain,” explains the founder of Staff Luján.

Organized by IRSA Group, DF and La RuralBAF WEEK consolidates throughout its 25 years as the main Argentine fashion platform, promoting both emerging brands and established brands.

With the return to La Rural and a grid that maleea all participating designers and brands, fashion week opened its 25th year reaffirming its place within the Buenos Aires cultural circuit and the local fashion system.

This edition marcto a milestone in the Argentine fashion calendar. From Monday, March 2 to Friday, March 6the platform celebrityto its 25th anniversary with a mixed format that included the return to La Rural —historical venue of the event— and parades in external locations of the City of Buenos Aires.

More info: @the staff hat