Men's hairdresser of the year 2011 - jamie stevens

Jamie Stevens's eclectic men's hair collection showcased every type of man and saw him named Men's Hairdresser of the Year 2011.

He told us about the behind the scenes story of putting together a British Hairdressing Awards winning entry.

Why did you decide to enter the British Hairdressing Awards?

The British Hairdressing Awards are the ultimate accolade you can have in the hairdressing industry. They set you apart from your competitors, put you on the map and make you stand out to your clients.

When did you start thinking about your collection?

The deadline for the collection is in June and because I never stop thinking, I usually start thinking up ideas and concepts almost immediately after I have shot the last ones. But the real planning begins in January, when I begin talking to my make-up artist and photographer ready to shoot sometime between February and May.

What was your budget for the shoot?

I'm really fortunate that I have a lot of amazing connections with make-up artists and stylists. So I managed to do four shoots on £15,000, which is pretty good going. It might sound a lot but that has to cover 36 models, the studio, photographer, lighting etc. Getting all four done and for one collection to win is completely worth the spend.

 

How did you find a photographer, stylist and makeup artist?

My photographer Jens has shot my collections for the last three years. We met on a shoot and got on really well and I really loved his style of photography. With my shoots, I like to lead and direct people with my ideas and he allows me to do this. In terms of stylists and make-up artists, I'm fortunate to be very well connected. Bernard Connolly did my styling in 2011 because we had wanted to collaborate for a while, but previously Gok Wan had done the styling on my shoots, and the make-up artist from How to Look Good Naked and Gok's Fashion Fix, Charlie Duffy, did all the make-up.

 

Tell us a little about your models. What do you look for in a hair model? How did you source them and how much did they cost?

We used 40 plus models on my shoots, about half of which are professional and can cost up to £1000 a day. About a quarter of the models were found on social networking sites or non-modelling sites. A quarter of the models were clients. I also spend time on Oxford Street and Knightsbridge on the look out and give potential models my card. I have several house models, who are clients, who are happy to work in exchange for me maintaining their cut and colour for a year. These non-professional models are much happier to have extreme haircuts, whereas professional models would charge a huge fee.

 

How long did it take from the day of the shoot to sending off a collection you were happy with?

It really depends on when you shoot. If I shoot in April, I will be constantly visiting the photographer and retoucher right up until the deadline day. It can take around two-and-a-half months perfecting everything.

 

How did entering the British Hairdressing Awards effect life in the salon - did your team get involved and did it mean you had to be away from the salon a lot?

I try to do all my shooting early in the week, either a Sunday and Monday or a Tuesday and Wednesday when the salon us less hectic. Last year, Errol was still heavily involved as I was representing his salon so it was great to make sure he was happy with everything. I also got a couple of assistants and staff to come along and assist. It's not just an individual thing, but a team effort as well.

 

What three tips would you give to people considering entering the British Hairdressing Awards?

• You need to make sure you have a good relationship with your photographer, stylist and make-up artist as this will ensure you end up with good pictures.
• Using quality models is extremely important and never give them mixed messages about the haircut you are going to give them - a miserable model will not produce good photos.
• Give yourself plenty of time. Any big hairdresser, like Errol, Akin or Trevor Sorbie will be preparing for months and you should to.

How, if at all, will you be marketing your win in the salon?

The awards are one of the most recognisable consumer accolades you can have in the hairdressing industry. I have and will advertise the win in all web, trade and consumer press. I don't want to over-saturate my salon window with text, but it will mention that I am a multi-award winning hairdresser. It's also important to display the trophies in the salon because this will build up a buzz amongst staff and clients.

SEE JAMIE STEVENS' AWARD MEN'S HAIRDRESSER OF THE YEAR COLLECTION