US hair conglomerate Sam Villa is propelling positive, authentic concepts, and Lived-In Precision is their new aesthetic to suit that ideal. Facilitated for the first time with new Artistic Director Teresa Romero, the ArTeam and Ambassadors, this new concept and collection for the brand highlights enhanced natural textures as paired with precision cuts.
“Consumers are fostering lifestyles centered in truth and sustainability, and this mental shift provokes a new level of authenticity. It’s forcing both stylists and consumers to look at hair in a different way, to look to the past for inspiration on how to develop new concepts for the here and now,” said Sam Villa, Co-Founder/Chief Creative Officer of Sam Villa and Global Artistic Ambassador for Redken.
“It’s important for all of us to respect each canvas and fibre and to embrace the fascination of curl and movement. To be open and flexible so we can deliver truth and versatility in the lived-in precision of today’s looks,” he continued. “We must rediscover the joy that exists in the art of hairdressing and create uplifting narratives that spread positive energy. Grant this mindset a new level of inclusiveness and individuality and, lastly, embrace the opportunity and have fun – hair is a fibre with an attitude just waiting to be celebrated.”
The brand is putting forward these ideals through the collection and with detailed digital tutorials to be released through the year on YouTube, with tips on making styling more inclusive, simpler and more fun. These tips revolve around creating movement at the crown of the head with the use of a diffuser, understanding over direction when cutting, sectioning when cutting hair, analysing head shape and hair direction and cutting with a razor to remove weight.
“I hope this concept inspires stylists to appreciate new and different ways of doing things,” Sam said. “To pause and re-think how we look to the past for inspiration to shape the future as we find new meaning in old references. I hope we can all develop contemporary theories and practices on how to better approach a lived-in precision cutting concept and how it affects all textures.”
Credits:
Hair: Sam Villa Team
Art Director: Teresa Romero
Photography: Nico Norsdström/Obsidian and Blush
Tools: Sam Villa
Makeup: Tanya Ortega and Leticia Tapia
Wardrobe: Michi Lafary/Obsidian and Blush
Models (left to right): Christi Ho, Julia Railey, Kaitlyn Covington, Noel Hollis, Melika Gradek, Finnegan Bremner
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