Welcome MERMAID WAVES, the 2022 campaign from YOVANKA LORIA EXTENSIONS. The Australian lifestyles extensions brand is rapidly growing globally, and this collection embodies the look and feel of the natural hair used in the products.
The aesthetic of the campaign showcases the authentic colour of the extensions, where each colour is designed to create a custom look by assembling the wefts in a particular order, revealing brighter dimensions or deeper contrasting tones based on the client’s preferences. The collection of extensions is comprised of high quality and multi-dimensional tones.
The campaign look departs from the traditional beach photoshoot that focuses on wet, salty hair and bikinis, instead becoming a modern retelling of The Little Mermaid, and personifying Ariel as both mermaid and princess. The campaign aesthetic strives for sophistication and glamour, beachside.
“The Little Mermaid story was followed throughout the photoshoot, beginning with the models in basic swimsuits, then adding a blazer on top for a fiercer look,” said Yovanka Loria, who directed the hair look. “We then had the models in some gorgeous, body-hugging dresses and finished off with some incredible princess dresses from Couture Love Madness.”
“My aim was not to create another editorial campaign, but to create an achievable look for the everyday client. I wanted a mixture of soft and graceful, but also strong, powerful and confident, and I believe we nailed this!”
Discover the full collection.
Credits:
HAIR: Yovanka Loria, Ashleigh Dale, Zoi Leventeris & Natasha Bennier
MAKEUP: Laura Palumbo
PHOTOGRAPHER: Nik Alexoudis – Skye Productions
For more information visit www.yovankaloria.com.au
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