The '80s are back, according to Joico's 2014 trend release, "In-Excess."
The release reinvents the sexy, edgy, glamorous decade in a modern way. Joico International Artistic Directors Damien Carney and Sue Pemberton used '80s icons Thierry Mugler, Claude Montana and Azzedine Alaia as inspiration for the bold silhouettes and unexpected textures.
"The silhouettes are transformational to offer endless styling options," Carney says. "When worn straight, the shape is strong with high-gloss impact. When worn loosely and styled with the hands, it's more diffused and deconstructed."
The looks were all styled with Joico products, including Power Spray Fast-Drying Finishing Spray, Texture Boost Dry Spray Wax and Crème Wax Style & Shine.
Pemberton also drew inspiration from MTV icons of the time — Cyndi Lauper, Madonna and Boy George.
"The level of color intensity is the same, but the updates are much more refined than the originals," Pemberton says. "So the finished looks are very modern and wearable — not the least bit dated or over-the-top."
Joico Vero K-PAK Color Intensities products were utilized in a variety of color application techniques to recreate wild, pattern-on-pattern "color and texture clashes" that mirror "graphic, layered complexity" seen on Alexander McQueen, Gucci and Fendi spring runways, according to Pemberton.
"It was as if no one questioned, 'Is that too much?'" Carney says. "That's the spirit that drove this collection."
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