The allure of French silhouettes and understated luxury fuse in a commercial editorial that elevates blonde tones within the eyes of the 2021 L’Oréal Professionnel Colour Trophy Winner, Massimo Tirimacco. From smokey blonde to neutral tones of cool and warm, Smoke Siren takes an autumnal influence and gives it all year round appeal.

Massimo used his winning platform to create the inspiring shoot, as created with and presented in the latest issue of INSTYLE and on the cover.

“With editorial shoots, it is highly important to collaborate with a great team and have a positive vibe on the day,” Massimo said. “I love the creative process; the mood boards, the vision, the photographer and the stylist. I work with my wife, who is the make-up artist on all the shoots. Like me, she is highly inspired by fashion, so we work well together. It is a phenomenal experience to see your creative vision come to life through an editorial shoot.”

Go-to products on set included L’Oréal Professionnel Tecniart Super Dust, L’Oréal Professionnel Tecniart Liss Control and L’Oréal Professionnel Tecniart Air Fix, creating an array of high fashion looks for the session.

“I love a good bespoke up-style and playing with unique accessories but it was also great to work with short hair and transform it into different looks to create a different vibe,” Massimo said. “I always like to step outside the boundaries and work autonomously with hair. It is really great that L’Oréal Professionnel always support me to be artistically authentic throughout the entire creative process, from brainstorming ideas to placing the final touches on the shoot.”

Be inspired by the full shoot here and in INSTYLE May June, with more on set insights from Massimo.


Hair: Massimo Tirimacco
Photography: Milos Mlynarik
Styling: Monica Morales
Make up: Jason Branigan
Creative: Cameron Pine