Expert Advice

Behind the Cover: March 2014

Alison Alhamed | March 10, 2014 | 1:34 PM

Behind the Cover: March 2014Each year, Luis Alvarez, Aquage co-founder and creative director, spends the holiday season in Amsterdam as he explores the beauty, wonder and history of the charming capital city.

Just a block from his flat, Alvarez visited Westerkerk a church built in the early 1600s, where the famous Dutch painter Rembrandt was buried. Inspired by the experience, he roamed the Negen Straatjes (nine little streets) in the heart of Amsterdam’s canal district. It was in an eclectic Dutch boutique there that he found the miniature figurines that became the unifying element used to communicate the concept for the March 2014 cover story.

“This is a story about getting in closer to our work so we can really scrutinize and evaluate the individual elements that create a successful, pleasing form,” Alvarez says. “I’ve always been an advocate of taking the time to step back and evaluate how all the elements of a style or an image work together to deliver an impactful, cohesive whole.” He says the miniature figurines, were used humorously to emphasize this point and weave a cohesive visual thread through the story.

“Our goal was to inspire MODERN readers, fellow hairdressers, and make-up and nail artists to take a closer look, to sweat the details and concentrate on building every style by executing the details with care, originality, quality and authenticity,” Alvarez says. “But equally as important is maintaining a sense of humor! So this story, with its tiny figures, has a bit of a whimsical wink. Humor is one of the most attractive qualities we beauty professionals deliver day-in and day-out in our salons. Keep beauty fun!” 

—Alison Shipley Alhamed

Behind the Cover: March 2014 Behind the Cover: March 2014

More from Expert Advice

Expert Advice Sponsored by Salon Centric

Hashtag Secrets of a Top Beauty Influencer

October 17, 2018

With 108,000 Instagram followers, styling and top beauty influencer Shelley Gregory (@shelleygregoryhair) knows her way around social media, including the hashtag component. Here’s how she maximizes her hashtag game.

Expert Advice
Expert Advice

2018 MODERN SALON 100: Hai Tran @hai.stylist

Jamie Newman | August 1, 2018

You've probably seen Hai Tran (@hai.stylist)'s viral-on-Instagram post about the color journey from black to blonde, which maps out the time, cost, and sessions it takes to a client to get from a box-dye black to a pale silver. But, the rest of his page is just as well-organized and beautifully organized. Learn more about Tran here.

Expert Advice Sponsored by Sexy Hair

3 Upstyling Tricks That Will Change Your Life

June 14, 2018

Stylists who excel in the art of the updo often develop clever little tricks for creating outstanding work. Here are three go-to techniques, created by Sexy Hair artists, used to create the three looks in their latest collections.

Load More