TRANSFORMATION: Coming Spring 2020

Conceptualization

Outer transformation manifests inner metamorphosis.

Change begins when an individual encounters a moment that alters their perspective. What they were and what they knew before feels foreign to them. They are already on the path to becoming a newer better version of themselves. Vulnerable, yet curious, they enter a salon to be greeted by a stylist who will forever morph their life. The stylist works tirelessly like a painter hungry to paint the new Mona Lisa. The process can be long, and mentally trying, especially when the end result is not fully tangible. An inner battle ensues - "did I make the right choice?" Hours later, doubt is erased as a beautiful strong butterfly emerges from the ash. The physical reflecting back instantly sparks a fire within. With this new sense of self comes an overwhelming sigh of relief, and unyielding confidence.

Photographer: Juan Algarin | Creative Director: Rachel Fallas | Company: Colortrak

daring

Contrasting gel lighting is utilized to mimic hair dye.
Carefully selected, the colors symbolize emotion and personality.
Color mixing of lighting is important in showing the chemical balances that are consistently in play in the brain as each decision is made.
#metoo movement has become an iconic era for women. It was important to portray these women as strong independent thinkers. Special care was taken not to sexualize the female body.
She is fierce, she cannot be controlled. She gives "zero f**ks."