From the antique architecture in Buenos Aires to the seductive sounds of the samba to the majestic snowcapped Andes, there’s a lot to be inspired by in South America. For the creative team at Moroccanoil, however, it was the beauty of the South American woman that really inspired the shoot. “We admire the self-expression and glamour that a South American woman exudes,” says Kevin Hughes, Artistic Director. “Moroccanoil is inspired by women—women who are true forces of nature.” This aesthetic is captured in the collection, which is punctuated with bright, vivid colors and, of course, impeccable hairstyling. But Hughes is quick to point out that he wasn’t alone on this journey. “I was blessed to work with the most amazing hairstylists, makeup artist, wardrobe stylists and photographer, who were all there for one common goal: to create beautiful art together.”
It Girl (top)
Gleaning inspiration from the twenty-somethings at top dance clubs in São Paulo, Brazil, Hughes created a tousled, modern-day shag. After prepping with Moroccanoil Treatment and blowing out hair with a round brush, he randomly curled tendrils spritzed with Moroccanoil Luminous Hairspray Strong, leaving the ends straight and bangs uncurled. “I swept the bangs to the side using Moroccanoil Molding Cream, which gives the hair direction and separation,” says Hughes, who finished the look with Moroccanoil Luminous Hairspray Strong.
Drama Queen
The tango, which originated in Buenos Aires, is the inspiration behind this dramatic and elegant look. After prepping with Moroccanoil Treatment and Hydrating Styling Cream, Hughes liberally applied Moroccanoil Heat Styling Protection before directionally blow-drying ¾-inch sections of hair with a boar bristle teasing brush. “Using small sections along with the product gives a very sleek look with no separation,” he explains. Gathering all the hair up to the low crown, Hughes braided the ponytail and then wrapped two perfectly braided hairpieces before finishing the look with Moroccanoil Glimmer Shine.
Fashion Plaits
After prepping with Moroccanoil Treatment and Hydrating Styling Cream, Hughes misted Moroccanoil Luminous Hairspray Strong in each section of hair before blow-drying away from the face. Dividing the hair into two ponytails, he next crimped the hair before braiding to add thickness. “I bloused them to make the braids as large as possible,” Hughes says, who finished the look with another pass of Moroccanoil Luminous Hairspray Strong.
Curl Talk
Since this model’s hair was naturally curly, Hughes wanted to make the most of it, prepping with Moroccanoil Treatment before applying Beach Wave Mousse and diffusing until dry. After gathering the hair into a high pony, “I then used Moroccanoil Dry Texture Spray globally and finger-teased the hair until I achieved the volume I needed,” Hughes states, adding that he finished the style with Luminous Hairspray Strong.
Cascade of Waves
To enhance the natural bend in the hair, Hughes again primed hair with Moroccanoil Treatment and Beach Wave Mousse before diffusing it dry. Within a three-inch wide section from forehead to crown, Hughes created two Dutch braids that flanked a middle rope braid, all of which were secured at the crown. He then randomly curled strands with a one-inch rod. “We never touched her ends with the iron since they were the perfect beach wave,” reveals Hughes, who then finished the look with a generous misting of Moroccanoil Dry Texture Spray.
Dueling Textures
“For this look, I did a traditional round-layered haircut to achieve max volume,” Hughes explains, adding that Moroccanoil Treatment and Volumizing Mousse acted as the base of the style before it was rough-dried. Taking a ¾-inch curling iron, he wrapped only the first two to three inches of hair, leaving the rest untouched to give it a rough texture with masses of visual interest. “I feather-teased the hair with a boar bristle tease brush, then finished with Moroccanoil Texture Clay, which gives separation and definition wherever you want it.”
Hair: Kevin Hughes
Makeup: Miho Suzuki @ OPUS
Fashion stylist:Rudy Rocha @ DLMUS
Key Grip: James Legoy
Photo assistant: Shyam Knight
Producer: Jennifer Fordyce
Hair assistants: Shelby Connell, Emmanuelle Campolieti
Fashion assistant: Paulo Ibaniez