Primsters, the latest collection from Arrojo master stylist, Lina Arrojo, fashions real people—not models—with cuts to suit the uniqueness of each character. Each style is designed for wearability and the “wash and wear” mentality—perfectly complemented by selected styling products.
The concept of each cut was a structured, technically precise interior using classic skills of the craft. Only then did Arrojo allow herself to deconstruct what she had done, forget all technique, and to experiment, improvise and innovate with shears and razor. The creative work was done on the exterior.
With the foundations in place, Arrojo disheveled, broke up, pulled apart and frayed the edges of each shape. The result is a “perfectly imperfect” hair-focused editorial collection. Loose, beatnik elegance symbolized by the deconstruction in texture and lived-in feel.
“The idea is that these women are not hipsters, rather, they are primsters,” Arrojo says, “girls who like to mix and match but always on the side of prim and proper.”
The collection is a peek at the trends to be debuted at Arrojo Expo, March 10, 2013, in Chicago. Each of the looks will be showcased in a runway presentation—along with a party with DJs and dancing, and a look at a culture that champions excellence.
Attendees will get an up-close looks at the strong technical foundations that allow these masterful deconstructive elements to shine.
Hair: Lina Arrojo, assisted by Rea Winter, Shawnee Seeley and Crystal Jane Gerard
Color: Barton Miller, Mary Ducey, using Goldwell
Photography: Pedro Zoo
Make-up: MaryBeth Pellegrino
Fashion styling: Tina LeNoble