Breaking the mould with emote by alexandra newman

Published 30th Jul 2015 by rachael

Breaking the mould and reinventing her classic style were the goals of Emote; the latest shoot from Alexandra Newman. Taking her cue from the artwork of Ruben Ireland and aiming to combined the stylisation of illustration with high-craft hairdressing, the shoot is an entirely new take on hair. "A chance introduction to the works of Ruben Ireland by Belinda Keeley set our path," explains Alexandra. "His work struck me with its beauty and graphically enhancing nature. I wondered, 'how can I interpret this into hair?'" "I found his art work feminine, yet powerful and somewhat haunting. The focus here was beauty rather than fashion and this became the storyline for the collection. Emotion and sense of timelessness without the limitations of trends. This thinking became the basis for my brief and is what would be delivered to my team."