“We wanted to create images that had a timeless quality but with a fresh, contemporary finish. We felt that black and white had the capacity to instantly strike an emotional connection with our guests and strongly communicate how shapes and forms relate to one another. Every look represents hair that our guests want and aspire to create, they are ideal references during consultation – especially for the length and finish that our guests are looking for. We also identified that as the salon’s aesthetic is very warm in terms of tones, the black and white really pops and stands out. We also purposely kept the make-up very natural to keep all the focus on the hair. In all three of the Fresh salons, we’re doing a mixture of demos and workshops – the cuts themselves are all about articulating classic techniques but, very importantly, perfecting the finish of each look with an on-trend texture that looks effortlessly natural.”

Salon: Fresh Fitzrovia, Aveda Lifestyle Salon
Art direction: Erminio Fiocca
Hair: Wendy Lauricourt, Erminio Fiocca, Morgane Hendrickx
Colour: Marianne Hayes
Make–up: Fiona Gallagher
Styling: Kylie @mondayiminlove
Photography: Alan Clarke
Models: @selectmodelmgmt – Emma Brandstrup, Sharnee Gates, Nanda Isaia
Retouching: Loveretouch