Edgy glamour and extreme luxury are back!

Edgy glamour and extreme luxury are back!


New JOICO trend collection 2014

After more than two decades of subtlety and minimalism, the new trend collection 2014 from JOICO, In-Excess, heralds a return to the extravagance of the 1980s.

But rather than reproduce the past, JOICO International Artistic Directors Damien Carney and Sue Pemberton did as many fashion designers did for their 2014 collection and cleverly reinvented the most defining trends of “the decade of excess” for a new era.

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“The goal wasn’t to create a retrospective of past trends, but instead be inspired by the more-is-better attitude of the time,” said Carney. “It was as if no one ever questioned, ‘is it too much?’ That’s the spirit that drove this collection.”

Damien Carney took a cue from the structured, skin-tight designs of the legendary Thierry Mugler, Claude Montana and Azzedine Alaia and indulged in a variety of techniques – including using longer lengths to create internal and external texture – to craft strong, highly adaptable haircuts that are both soft and hard.

“The silhouettes are transformational to offer endless styling options to the wearer,” explained Damien Carney. “When worn straight, you have a strong shape with high-gloss impact. When worn loosely styled with the hands, you have something more diffused and deconstructed.”

Styling-wise, retro hair trends such as skyscraper bands, extreme texture and a Flock of Seagulls-like fringe were also given a 21st-century makeover, proving that with ingenuity, everything old can be made new again.

For the colour, Sue Pemberton, fresh from her second North American Hair Award win (NAHA), found inspiration in the radical, pattern-on-pattern “colour and texture clashes” of artists Jean-Michel Basquiat and Frank Stella, plus the bold, bright hairstyles of the MTV generation – Cyndi Lauper, Madonna and Boy George, just to name a few.

“The level of intensity and complexity are the same, but because the new application is much more refined than the original, the result is very modern and wearable – not the least bit dated or over-the-top,” said Sue Pemberton. “It was excessive without being ‘excessive’. Excessive in a good way.”

Since 1975, JOICO, a division of Zotos, Inc., a Shiseido company, has been pioneering revolutionary hair science. All JOICO hair care, styling, hair color and texture products fuse the latest breakthroughs in hair care science with inspirations from the worlds of art and fashion, to offer exceptional quality, unparalleled performance and lasting beauty from the inside out.

For more information about JOICO please call Eileen Ryan 087 4191552  
or visit www.xpert.ie


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