In honor of 20 years of Paul Mitchell professional haircolor, an artistic team hand-selected by JPMS Artistic Director for Professional Haircolor Colin Caruso created the 20/20 collection, which showcases JPMS’ full spectrum, including techniques and colors from the The Color XG, The Demi and POP XG lines that are fashion-forward, yet attainable for stylists to recreate on clients.
The JPMS artistic team doing final touch-ups.
“At the intersection of past and present, creativity and craftsmanship is where you’ll find [our] four new haircolor and cutting techniques,” says Caruso. “As a brand with a passion for living colorfully, we put our love for innovation and education front and center.”
The shoot, which took place at Gearbox Studios in Van Nuys, CA, was shot by Benjo Arwas, who was selected for his talent in different mediums including digital, Polaroid and Super 8 film, and for his ability to make collages that have a multidimensional, multifaceted perspective.
JPMS is celebrating 20 years of haircolor.
According to Caruso, the team spent a lot of time preparing—they even filmed the process and plan to release it as a mini-documentary. For Lucie Doughty, JPMS creative director, her favorite part was seeing the team’s reaction to the first shots.
JPMS Editorial Director Noogie Thai styles waves.
“Building a board of final images and watching it come together is priceless. It takes a village, and it makes the celebration at the end so much more special.”