BACKxRedken

The Mission:

Activate the innovative hair care brand Redken during Fashion Week in Stockholm.
 

The Idea:

We teamed up with prominent Swedish fashion brand BACK to create custom runway hair cuts for BACK AW14 and SS15. 
 

The Result:

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.
 

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