Minimalism, the clean slate of fashion, the class act, the reserved sibling of ornamental trend. Minimalism describes movements in various forms of art and design, especially visual art and music, wherein artists intend to expose the essence or identity of a subject through eliminating all non-essential forms or features. This concept is about putting the power of Cloud Nine Hair on show with a clean, crisp background. No tricks, no distractions, the styling and silhouette are clean and simple to give way to effortless hair that every girl wants to have.
The Minimalist features eight unique looks that capture the essence of simplicity whilst still giving a jaw-dropping impact. Reflecting the versatility of the Cloud Nine Hair styling range, each look relays the endless capabilities of the tool portfolio. The styles are fashion forward and bring runway worthy hair to life, yet are accessible to every women.
This campaign has been designed to reflect the diversity of the Cloud Nine styling range with each of the featured looks depicting a style that can be crafted using the entire Cloud Nine hair styling range. Unlike previous Cloud Nine campaigns, The Minimalist showcases looks that can be created using multiple tools from the hair straightener range, the curling wand range and of course Cloud Nine's signature heated roller system, The O.
Created in New York by Cloud Nine Creative Director, Lauren McCowan, The Minimalist encapsulates the true spirit of the fashion capital of the world. In support of the hero shots, Lauren also crafted a short film to bring The Minimalist to life. The film will make its début at the Australia Hair Fashion Awards 2015, after cementing its finalist position in the Hair Fashion Video Award category.
Hair Director: Lauren McCowan
Hair Assistant: Jennipher Van Bogart
Photography: Jessie English
Styling: Bex Sheers