NEW YORK, Sept. 11, 2026 /PRNewswire/ — Hair is never just hair. At New York Fashion Week this season, Luvme Hair, the No. 1 human hair wig brand in the U.S. by retail sales value, brings that belief to the runway through its partnership with celebrity hairstylist and SHOWPONY founder Evanie Frausto for SHOWPONY SS27. The collaboration marks the first-ever public reveal of Luvme Originalive™, the brand’s most important product launch of the year ahead of its official release this October.

As the Exclusive Wig and Hair Extension Partner of SHOWPONY SS27, Luvme Hair collaborated with Frausto and the SHOWPONY team to push the creative possibilities of hair throughout the collection. More than 90% of the runway looks incorporated Luvme Hair’s premium human hair in some form — across hairstyles, garments, accessories and even footwear. The new Luvme Originalive™ collection made its runway debut through distinctive hair looks shaped under Frausto’s creative direction, while two Hero Looks brought the collaboration to its fullest expression, featuring Luvme Hair from head to garment — including the closing look worn by Swedish electronic pop artist COBRAH, created entirely with Luvme Hair.

Where Premium Hair Quality Meets Creative Freedom

At the heart of the partnership is a shared fascination with transformation and the possibilities of what hair can become. For SHOWPONY SS27, Evanie Frausto turns the world of hair inside out — revealing the construction, textures and details that are usually hidden, while exploring how hair can move beyond traditional hairstyling to become a material for fashion itself.

Known for his boundary-pushing work across fashion, beauty and entertainment, Frausto has built a distinctive creative language around transformation and the unexpected possibilities of hair. Throughout the collection, familiar elements of hair and wig construction are reimagined across the body and garments: techniques associated with hairstyling are applied to materials, textures evoke strands of hair, and hair itself becomes part of the construction of the looks.

This vision finds a natural connection with Luvme’s pursuit of premium human hair quality. Luvme believes truly good hair should not only look and feel beautiful in its original state, but also provide the quality, resilience and versatility to be continuously styled, shaped and reimagined. At SHOWPONY SS27, that quality becomes an enabler of creative freedom, allowing Luvme hair to take on different expressions throughout the collection — from intricate hairstyling on the models to unexpected transformations within the garments and Hero Looks.

“With SHOWPONY, I’m always interested in exploring what happens when hair moves beyond where we expect it to exist — when it becomes material, construction and part of the fashion itself. Working with Luvme and the new Originalive™ collection gave us the freedom to experiment with hair in unexpected ways and push those transformations further, helping bring the world of this collection to life,” said Evanie Frausto.

Originalive™ Makes Its Global Debut, Bringing “Good Hair” to the Runway

At the center of the partnership is the runway debut of Luvme Originalive™, Luvme Hair’s upcoming premium human hair collection, set to officially launch in October 2026. At SHOWPONY SS27, four new Originalive™ wig styles made their first public appearance, bringing Luvme’s vision of “good hair” onto the New York Fashion Week runway.

Built around natural movement, realistic texture, vitality and styling versatility, Originalive™ represents Luvme’s vision of what good hair should be — moving beyond how hair looks at first touch to consider how naturally it moves, how true-to-life it looks and feels, and how freely it can be styled, transformed and reimagined.

Under Frausto’s creative direction, those qualities were put into practice on the SHOWPONY SS27 runway. Through distinctive styling and transformation, Originalive™ adapted to Frausto’s creative vision while maintaining the natural-looking quality and movement at the heart of the collection.

For Luvme, bringing Originalive™ to the SHOWPONY runway ahead of its official consumer launch was a natural expression of the philosophy behind the collection: truly good hair should not limit creativity — it should unlock it. From professional artistry to personal expression, better hair quality enables greater creative freedom — giving stylists and wearers the confidence to shape, transform and reimagine hair in more ways.

“For us, good hair isn’t defined by how it looks in one moment — it’s about what that hair allows you to do with it,” said Helena, founder of Luvme Hair. “Originalive™ was created to give women the freedom to style, transform and express themselves without compromising the quality and natural beauty of the hair. ‘Good hair’ should not be defined by one texture, one style or one expression of beauty. Instead, it should provide the quality and freedom for every woman to define it for herself.”

From everyday wear and professional styling to the NYFW runway, Originalive™ reflects Luvme Hair’s broader vision of what good hair should be: quality that stays alive through change, and the freedom to make it your own.

Luvme Originalive™ will officially launch in October 2026.

ABOUT LUVME HAIR

Founded in 2014, Luvme Hair is a leading premium human hair wig brand dedicated to redefining the wig-wearing experience through products that seamlessly blend quality, style, comfort and authenticity for women worldwide.

Guided by its core belief, “Luvme For You,” Luvme Hair believes hair should give women the freedom to express, explore and evolve through every stage of life. Through high-quality hair, thoughtful product innovation and continued care for its community, Luvme Hair empowers women to embrace change and express themselves freely, earning the trust of more than 3 million customers globally.

Luvme Hair has also been recognized by Euromonitor International as the No. 1 human hair wig brand in the United States by retail sales value, reflecting the brand’s leadership in the human hair wig category and the trust it has built with consumers.

To learn more, visit Luvme Hair.

ABOUT LUVME ORIGINALIVE™

Alive in Every Strand — Hair That Stays Alive Through Change

Launching in October 2026, Luvme Originalive™ represents the next chapter in Luvme Hair’s pursuit of better hair: hair with the quality and vitality to be styled, transformed, restored and reimagined — while continuing to look and feel alive.

Created with carefully selected premium human hair, Originalive™ delivers natural, healthy-looking shine, a smooth touch and long-lasting quality, with the versatility to support styling and transformation. From natural-looking hairlines and invisible HD lace to rich color expression and long-lasting style retention, Originalive™ is designed to give both women and professional stylists greater freedom to create, transform and recreate.

Made to move through change rather than be defined by one perfect style, Originalive™ maintains its natural movement, vitality and quality as the hair is shaped and reimagined.

Alive in Every Strand.

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SOURCE Luvme Hair