BELLAMI's new visual identity campaign brings inclusivity to the forefront.

BELLAMI's new visual identity campaign brings inclusivity to the forefront.


BELLAMI hair extensions manufacturer announced its new visual identity for its direct-to-consumer product line alongside the launch of its Fall 2023 Silk Seam clip-in hair extensions. The new branding will appear in all marketing communications efforts.

Celebrity hair stylist Andrew Fitzsimons will be leading the creative direction of the campaign launch in partnership with BELLAMI’s executive team, along with fashion photographer Greg Swales.

Rounding out the BELLAMI Silk Seam Clip-In Hair Extensions collection, of what is now 44, with five new shades, the launch campaign embodies a modern, edgy, and fashion-forward twist that ties in an earthy color palette to underscore the brand values of diversity and inclusivity.

“I’ve been using BELLAMI Hair Extensions on my clients for a long time. They are the best of the best — from the quality to the range of colors, lengths, and textures. With this new vision, I want to bring to life the brand’s personality and welcome everyone — of all shapes, sizes, colors, and hair textures — into our world. Together we are going to change the narrative when it comes to how consumers perceive hair and beauty. When they see BELLAMI, they will see themselves. We want our customers to know that they are beautiful as they are, but that they can still have fun and play with hair extensions the same way they would with jewelry, fashion, accessories, and makeup.”

— Andrew Fitzsimons, Celebrity Hair Stylist  

“BELLAMI launched with one of the first DIY Clip-In Hair Extensions in the world, making it easy to express yourself and have fun with hair, while still celebrating your own individual uniqueness," added BELLAMI VP of Marketing Laure Murciano. "This new campaign is bringing us back to our roots, and Andrew is the perfect person to breathe life into our mission. As the leader in our category, it is our role to embrace diversity and the new beauty standards. Andrew not only understands who we are and where we want to be, but for years, Andrew has been inspiring people around the world through his work, and we know he will do the same with this campaign.”

BELLAMI’s mission is to rebuild the visual identity of the Direct-to-Consumer brand portfolio, bringing the brand back to its roots and elevating its position within the ready-to-wear hair extension category which is projected to reach $1.3B by 2025.

For more information on BELLAMI and it's new collection, please visit

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