Historically the word luxury has been synonymous with expensive brand names and the display of physical wealth, something that is an indulgence rather than a necessity.
Today however the concept of luxury has evolved to represent how a woman carries herself, the value she places on herself, the person she presents to the world and how she contributes to those around her. It is a state of mind, a representation of who a woman is and what she stands for.
Amazing Hair has long been renowned for creating the most luxurious temporary and permanent hair extension solutions available on the global market. The new campaign was created to be a photographic representation of the many personas and styles that represent what luxury means to today’s modern woman.
Explains Amazing Hair Managing Director Ariana Mantzaris “The essence of NEW LUXURY was to create a visual representation of what luxury means to women in 2019.
We represented this in NEW LUXURY by creating distinctly individual images that were tied together through their ability to communicate the inner strength, self-assurance and personal power of each woman.
In todays modern age a woman of luxury of one who is strong, powerful, educated, independent and who doesn’t take no for answer. She knows who she is and what she wants from life. She values herself and takes time for self-care. She is driven, passionate and relentless in her pursuit to do more, give more and be more. NEW LUXURY is a beautiful representation of this luxury state of being.”
Shot in Melbourne, NEW LUXURY was styled by mulit-award winning hairdresser Marie Uva, with makeup by Kylie O’Toole and photography by Andrew O’Toole.
A move away from the traditional studio shoots that Amazing Hair has been known for in the past, shooting on location allowed the team flexibility to create varied and unique backdrops for each image, bringing individuality to the campaign to better represent the many looks of the Amazing Hair woman.
Collection: New Luxury
Salon: Amazing Hair
Hair: Marie Uva
Photography: Andrew O’Toole
Make-up: Kylie O’Toole
Styling: Ariana Mantzaris