Since Janine Jarman opened her second Hairroin salon in New York City back in 2014—the original opened in Hollywood back in 2005—she has noticed that most of her bridal clients fall into one of three categories: The Minimalist, The Traditionalist and The Maximist. So to celebrate her business’ e-commerce and education portal, parlourh.com, as well as to inspire her clientele on their big day, the salon owner crafted City Bride, shot on the streets of NYC outside her salon.
Many of the brides-to-be visiting Hairroin are doing so to be closer to their venues, Jarman says, “namely the Empire State Building, which is down the block from our location.” And, since the celebrations oftentimes take place outdoors, a lot of planning has to go into the finished style, which the looks in the collection reflect. “We have a multitude of weather conditions at any given point in the year, so our wedding hairstyles need to be effortless, timeless and hold up against high impact conditions.”
The collection features DIY looks—because sometimes it’s fun to look the part without actually getting hitched—as well as styles that embrace natural texture and traditional advanced up-styles. And, to further communicate with her audience, Jarman shot corresponding instructional videos, which you can watch for yourself on americansalon.com. “They’re designed to help teach clients and hairstylists alike that bridal hair doesn’t have to be overly stuffy or complicated.”
“The Minimalist bride is the woman who wants an easy but beautiful look, one that she could possibly do herself as if she were to simply head down to the courthouse for her union,” says Jarman. For this style, Jarman incorporated much of the model’s natural texture by using Davines OI All in One Milk to hydrate curls and give them bounce, and Davines This Is A Curl Moisturizing Mousse to control and condense some sections for added definition and light hold.
“The Traditionalist bride is the woman who wants a modern version of a very traditional silhouette,” Jarman explains. For this look she created a textured French twist with a braided accent, keeping the style collected but undone. The model’s silky blonde hair was primed with Davines This Is A Dry Texturizer to add grip and then misted with Davines This Is A Medium Hairspray.
“The Maximist bride is the woman who wants a very finished, over-the-top look—full makeup, full hair, full dress, and may have Bridezilla tendencies,” laughs Jarman. “We wanted this look to give a nod to vintage hair glam with a beautiful S-wave set.” Using Davines This Is A Shimmering Mist to set hair and give it the right amount of reflection needed to gleam in photos, Jarman kept the look contemporary by allowing the curl to drop and embracing movement.
Creative Director: Janine Jarman
Lead Hairstylists: Luis Payne, Tara Angley
Assistants: Sara Guarducci, Jesse Dippy
Photographer: Anthony Deeying
Producer: Elvira Cardenas
Wardrobe: Jared Fox
Makeup: Amber Amos/The Only Agency
Models: Brianna/Muse, Rachel/Wilhelmina, Josie/D1 Models
Gowns: Austin Scarlett