Time Is Fleeting
A personal journey to natural hair
Tap into the pulse of a global city and reveal the intricacies of Urban Hair Culture.
Each head of hair is completely unique and to embrace natural hair texture is to unlock one’s personal freedom and security to wear the hair you want.
Take a dive with us into the editorial world of product and see how we achieved these iconic moments inspired by London Streetstyle.
Let’s begin our journey in the streets of East London…
Your destination to explore the world of Urban Hair Culture, The Collection, and exclusive film of our journey through the streets of East London.
Jennifer, roller skating through life, starts her day with protective styling. A twist set with YOUNG.AGAIN and UN.TANGLED and finished with SESSION.SPRAY evolves as the day goes by.
Ali’s shifting texture from curls to waves, styled to suit to her mood. Her West end girl in an East end world look was created with YOUNG.AGAIN, ANTI.GRAVITY, HEATED.DEFENSE, and SESSION.SPRAY FLEX.
Naomi is THAT girl, with hair ‘throwing shapes’… ballroom style, into the winter winds. Prep hair with STAYING.ALIVE and KILLER.CURLS then scrunch in HAIR.RESORT.SPRAY for a curl that lasts.
Jordan is a free spirit and wears his hair like a fabled source of power. Well-rested styling with seamless product choices, like LEAVE-IN.REPAIR, MOTION.LOTION, and YOUNG.AGAIN DRY CONDITIONER.
Velveteen Queen wears her hair like her high end fashion. Auburn curls come to life as she struts the East London Streets. Use KILLER.WAVES and FULL.AGAIN to volume dry and TOUCHABLE to separate and create motion.
Behind the scenes
Hair texture is like DNA, unique to each of us. To embrace natural hair texture is to unlock one’s own personal calling card. Our London styling has a graceful balance of SELF-MADE with a seamless finish, & LOADED, a controlled finish using treatment stylers. We looked to the streets, seeking out the subversive in study of the ART of SELF-STYLING for a hand crafted moment. This campaign is a discovery of results driven product choices, exploring treatments as stylers, as life is often a one product fits ALL moment.