Activate the innovative hair care brand Redken during Fashion Week in Stockholm.
We teamed up with prominent Swedish fashion brand BACK to create custom runway hair cuts for BACK AW14 and SS15.
At the crowded press shows all models were styled in the short and unruly ”BACKcomb”. Even designer Ann-Sofie Back’s hair was cut accordingly! With the help of social media content and a wig takeover at Fashion Week’s closing party, the BACKxRedken word got around town in a very sought-after and selective crowd.