George Alderete, Keune Haircosmetics North America creative ambassador, has always been an admirer of pastel shades, but particularly how they’ve evolved over time.
“I love how pastels are transitioning into something a bit more vintage and soft,” he says.
Alderete joined MODERN at its New York City studios to transform two models using Keune’s new shades of Tinta Color ultimate permanent color and Semi Color, a demi with durability.
Alderete also wanted to showcase the transformative power of Keune’s Bond Fusion, a multi-step bond-building system that protects hair, and strengthens and repairs bonds.
For this session, Alderete, along with assistant Carrie Juhasz Horton, academy trainer for Keune North America, and session stylist Bradley Irion, looked to Keune’s New Dawn collection, which is inspired by real women and their real stories of transformation.
For the Fired-Up Violet effect, Alderete considered model Marianna’s strong, sultry personality. “Creating a deep intense-violet brunette was the perfect color choice to enhance her style, with a lilac shade of dimension throughout the interior to accent her color,” he says.
Hair: George Alderete, assisted by Carrie Juhasz Horton
Hair styling: Bradley Irion
Photographer: Roberto Ligresti
Makeup: David Maderich
Fashion stylist: Rod Novoa
Manicures: Gino Trunzo