For their latest photo collection, Eufora looks to the chic city girl, the urban dweller who leaves their apartment in the morning and returns in the late evening, having transitioned their look several times throughout the day. Mirza Batanovic, US Style Director for Eufora, explains the thinking behind this cosmopolitan, cool girl collection:
"The story of A New York State of mind was in the malleability of the style that reflects the versitility of urban life."-Mirza Batonovic, Eufora
“The idea was to create looks with different textures that could withstand the elements," Batonovic shares. "In both New York City and London, your product choices have a direct correlation to the weather outside. Whether sleek and smooth, or big and curly, products help hair styles weather the storm, quite literally. On the day of our shoot day it rained and was a classic humid August day in the city and presented a great opportunity to take our styles out for a spin in NY’s most notorious conditions.
"Eufora products help stylist make miracles. Whether it’s an updo that has to survive a subway ride or quaffed curls that must hold their form on a windy, rainy walk uptown or a sleek do that can’t fall flat. With Eufora products this shoot was a breeze.
"We wanted to showcase the 'girl on the go, and how she would wear her hair differently throughout one day in 'the city that never sleeps.' While I’m based in NYC and Eufora UK Style Direct Neil Smith is from London, the aesthetic of the Eufora urbanite is cross-continental. We focused this collection on style and texture with each model’s hairstyle change taking less than 10 minutes utilizing key EuforaStyle products that any urban angel might have in her bag. While being very wearable, the styles are unique and on trend for the confident fashionista.
"This collection was a wearable celebration of texture, whether fine and micro crimped, or coarse and reformed. When styling and restyling it’s imperative to keep the integrity of the hair and we loved the effects of EuforaStyle Thermal Defense Prep that allows you to play with style choices without compromising the quality of the model’s hair no matter how they choose to wear it."
Mirza Batanovic, US Style Director @mirza_batanovic
Neil Smith, UK Style Director @neilsmithcreative
Mark Short @markshortv
For reprint and licensing requests for this article, Click here.