The line between art and commerce continues to be blurred in forward-thinking ways. With its new campaign Visions of Style, which just launched in the U.S., Kérastase is blending the two in a way that makes us want to buy hair products and feel all the feels. The stunning photographs, both styled and shot by master hairstylist Luigi Murenu and his partner Iango Henzi, feature models Cameron Russell and Hye Park.
"In America, nobody believes an advertisement," Murenu mused during a recent Kérastase event in Paris. "In the ads we've seen before, we only saw pieces of hair — very beautiful, but very stagnant. The styles I created show the 'faults' of hair, like the flyaways, but you can still see the beauty."
Since the campaign isn't promoting anything new for the brand, Murenu's goal was an overarching one: to show how hard-working and effective Kérastase products are. He created 10 memorable styles, added a touch of drama, and photographed them in way that displayed the power behind the product. But, he also made sure the looks were wearable. "It's a mix of the past and present," he said. "But, I want to bring much more reality and modernity [to the styles]."
While we may need to enlist our hairdressers' help to pull off some of these puppies, they're definitely versions of styles we'd wear ourselves. Ahead, find all the shots from Visions of Style: May they inspire you to do amazing things with your hair.