Bold sex appeal, extreme luxury and edgy glamor are back—in a BIG way!
After more than two decades of subtlety and minimalism, In-Excess, Joico‘s new trend collection, heralds a return to the extravagance of the 1980s. But rather than reproduce the past, Joico International Artistic Directors Damien Carney and Sue Pemberton did as many fashion designers did for their spring 2014 collections and cleverly reinvented the most defining trends of “the decade of excess” for a new era.
“The goal wasn’t to create a retrospective of past trends, but instead be inspired by the more-is-better attitude of the time,” said Carney. “It was as if no one ever questioned, ‘is this too much?’ That’s the spirit that drove this collection.”
Styling-wise, retro hair trends such as skyscraper bangs, extreme texture and a Flock of Seagulls-like fringe were also given a 21st-century makeover, proving that with ingenuity, everything old can be made new again.
For the color, Pemberton, fresh from her second NAHA win, found inspiration in the bold, bright hairstyles of the MTV generation – Cyndi Lauper, Madonna and Boy George, just to name a few.
There’s nothing in the world like the beauty of healthy hair. Its vitality, color and shine have a radiance that can’t be ignored, the way it lights up a room, lifts the spirit, and the spirit of others. We have a name for this remarkable energy, we call it “joi”.
Somewhere along the way, through all the cuts and colors, bangs and blowouts, hair starts to lose its joi, because what makes us happy about our hair, and what makes hair happy, can be two different things.
At Joico and Official Stockist Chrysalis Woman they don’t have to be, healthy hair is happy hair!