“There might be a credit crunch,” says Bumble and bumble’s Howard McLaren, vice president and senior artistic director, “but there really is not a creative crunch.”
Bumble’s new Bb Razor.
According to McLaren, the timing is perfect for the re-launch. “Beauty has changed. What was beautiful 20 years ago is not beautiful now—we are not cookie-cutter hair cutters.”
One way McLaren is addressing the “new” beauty is by model selection. “Today it’s all about customization and suitability. We ‘street’ cast because we want different personalities. I took the challenge and went to the street and found fantastic models. It’s all about fitting the hair cut to the character.”
The new looks are created with the new Bb Razor, launched this past month. For this collection, an old scissor technique was applied to the razor.
“The texture is softer and more jagged, but not spikey,” says McLaren. “This allows carving, sculpting and versatility; and the razor offers more lengths and movement. We’ve reinvented the way to use razors. There is a range in lengths. I don’t use the word ‘layers’ anymore—it’s offering a wider range of textures.”
To see more from the Bumble and bumble style book, visit bumbleandbumble.com.
A razored cut from Bumble.