A fusion of elegance and casualness is how the Joico Europe artists describe their new collection for 2024. Inspired by Vogue Magazine’s covers, they create inspiring, versatile and contemporary images. Art direction courtesy of Bruno Marc Giamettei, the Creative Director for Joico UK and EMEA, with Dan Spiller supervising colour as the Joico EMEA Ambassador.
New for 2024
Perfect for capturing the attention of your clients, this collection is a fresh interpretation of on-trend looks. A touch of elegance, a dash of casualness for a sophisticated yet effortless-seeming result.Inspiration
The collection takes inspo from the work of legendary fashion photographer Steven Meisel and the Vogue magazine covers he created. They have a timeless quality yet reflect the mood of the moment perfectly. Flowing longer layers, seamless bobs and dynamic textured mullets pay homage to the diversity of fashion captured in the Vogue portraits.
The bold looks in the Joico collection are centered on minimalism using a variety of cutting techniques says the brand. The collection emphasizes volume and organic texture, offering a sense of softness and sensuality. The hairstyles in the new Joico 2024 Collection celebrate the popular done/undone look, providing a perfect balance of carefree sophistication. The models’ hair color glistens and shines with the two blonde models’ hair gently lightened using Joico Blonde Life and subtly toned inspired by the Pantone Color of the Year – Peach Fuzz and using this as an undertone, the brunette model’s hair has subtle areas of lightness to enhance the natural texture and movement of the hair.
Bruno Marc Giamettei
“We aimed to capture the essence of Steven Meisel’s iconic Vogue covers and translate that into hairstyles that not only follow current trends but also offer salon clients an approachable and sophisticated look. The collection truly embodies the Joico spirit of innovation and creativity.” Bruno Giammattei, Creative Director for Joico UK and EMEA
Credit Due
Joico Europe artists:Alberto Di Domenico • Valentina Malta • Wesley Hannes • Gregory Mastrostefano • Art Direction: Bruno Marc Giamettei • Color Mentor: Dan Spiller • Photography: Jamie Blanshard • Styling Ellen Spiller • MUA: Katie Moore
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