Wella professionals urban native launches for ss14

Wella Professionals Urban Native is the brand's latest collection, launching for Spring/Summer 2014. Created by Wella Professionals global creative directors, Eugene Souleiman for styling and Josh Wood for colour, the Urban Native hair looks makes up part of the 2014 Wella Professionals Trend Vision shoot Wella describes this brand of techno-savvy but nature-connected people as 'de-cluttering, slowing down, listening to body and mind and reconnecting with life - meet the urban native.' "I think Spring Summer 2014 has a very soft palette," says Wella Professionals global colour director and celebrity colourist, Josh Wood. "This trend for me is very much about life edit, about making the right choices that are going to make one happy and fulfilled. "We’re moving into an age of colour with many different layers, a different weight. I think we’ve come from a long period of colours being incredibly bright and intense and for me 2014 is about colour that has a soft and understandable personality." Global creative director Eugene Souleiman adds: "What I’ve basically done for our Spring Summer trend look is deconstructed a very natural feeling hair and added textures where they should be. I like the fact that we have a style that is much looser and much cooler." See Wella Professionals Urban Native brought to life in the video below!