Kms california launch 2014 campaign: obsessed with style
Published
08th Jan 2014
by rachael
KMS California have launched their 2014 campaign, Obsessed with Style.
Inspired by the brand's vibrant packaging and concepts of freedom, originality and confidence, the shoot features ten models with an emphasis on colour in an unstructured format.
Two top KMS California stylists were chosen to devise the collection; global artistic directors Edwin Johnston from Canada and Clive Allwright from Australia.
Says Edwin: "The combination of editorial styling and precision haircutting was an important component that Clive and I focused on early in the creative process. Education is about taking creative ideas that inspire your peers, but it's also about establishing techniques that make this idea relevant in the salon today. With KMS and innovative techniques we hopefully have created a campaign that will not only inspire the hairstylist, but also give them the confidence to produce their own original styles."Take a peek behind the scenes at the shoot in the video below:
