Perception by Great Lengths is a celebration of the diversity of the brand, and challenges the stereotype of extension imagery. Seriously, study these stunning looks and remind yourself they are created using the most versatile extensions! Way to go Great Lengths.
Photographer Richard Miles and award-winning hairdressers Rick and Zoe Roberts (she’s holder of The One for Colour in the Big One 2022) formed an ace creative team for the shoot. As creative directors, Rick and Zoe made it there their mission to demonstrate the transformative potential of Great Lengths. They wanted to show that Great Lengths is no only for adapting hair length but for adding texture, volume, manageability, and colour to all hair types. From flawless silver-toned waves to perfectly-coiled Afro curls, the looks highlight the power of extensions to enhance individual beauty, while appearing natural and completely undetectable.
Styled impeccably
Perception was styled by Great Lengths Masters 2023 – Jo Fox, Linda Thornton, Katie Hemming and Jade Hobster. They were selected after a rigorous judging process (a competitive UK and Ireland showcase testing entrants to demonstrate their passion and talent over several rounds). With creative input from Rick and Zoe, the stylists used their extensive Great Lengths expertise to create wearable, trend-led styles that invite the consumer to rethink their opinion of hair extensions.
Expertly speaking
‘Extensions can do so much more than ‘extending’ natural length’ says Joscelin McCourt, CEO of HB Collective, the home of Great Lengths. ‘And at Great Lengths, quality and ethicality is at the heart of our business. This campaign is about showcasing the beauty of Great Lengths and their ability to empower the individual, enhancing or transforming a style without the risk of damage. In these images, Richard has perfectly captured the confidence that comes from wearing our extensions, while Rick and Zoe’s direction feels fresh and vibrant.’
Rick Roberts, creative director on the shoot, and the holder of The One for Afro 2021, says: ‘Great Lengths is a forward-thinking, inclusive company and we wanted to capture that positivity in a collection of images that showcases the true capabilities of hair extensions. As well as creating looks based on length, we’ve also worked with texture, blending, layers and colour to challenge people’s perceptions of hair extensions.’ Zoe Roberts, also creative director for Perception continues: ‘I’m so impressed with the looks the GL Masters have created – they really thought about the brief and came up with beautiful finishes that embody the spirit of the Great Lengths client.’
Mindful hairdressing
Great Lengths is the first extensions company to achieve B Corp status, a reflection of the company’s dedication to using business as a force for good, aligning with rigorous social and environmental standards. The brand’s partnership with the Little Princess Trust was also an industry first, allowing clients to donate their worn hair extensions, once removed, to the charity who use the hair to make wigs for children and young people experiencing hair loss from cancer or other illnesses.
To discover more about the Great Lengths brand, click HERE
FB: @Great.Lengths.Hair.Extensions.UK
Twitter: @GreatLengthsUK
IG: @greatlengthsuk
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