Rise and SHINE with Aluram
Shine Time: Aluram’s High Shine Line Delivers Moisture and Shine with Clean Ingredients
Sponsored by Aluram
Causal Cool
The KMS California Global Style Council, a group of top stylists, artists and innovators, met in London last fall to define style trends for 2016. The theme is innovation: innovative artists, innovative products and innovative stylings, with the ...
Elizabeth Jakaitis・Assistant Editor
“This was a great shoot for KMS California. It was a chance for these five creative stylists to come together and create looks that reflect what’s really going on at street level. This is authentic style.” —John Moroney, VP & Creative Director, KAO Salon Division, Global
1/4
3 min to read
The KMS California Global Style Council, a group of top stylists, artists and innovators, met in London last fall to define style trends for 2016. The theme is innovation: innovative artists, innovative products and innovative stylings, with the focus on the rethinking of classic looks.
“Natural hair styling is one of the main trends for the future,” John Moroney, VP and creative director, KAO Salon Division, Global, told MODERN during the six-day session held at the Spring Studios, the glam multi-purpose creative center in the heart of industrial west Kentish Town just north of the city center. “In this, the 40th anniversary for KMS California, the 2016 campaign is paving the way for a new era of casual-cool looks which are easy to style and yet achieve maximum effect.”
The team of Simon Miller, Lori Panarello, Sonna Brado, Sam Burnett and Robert Mrosek, created multiple looks on each of the models who were then enhanced by editorial stylist Halley Brisker, makeup artist Lucy Burt and stylist Julia Sarr-Jamois. The looks were captured by fashion and lifestyle photographer Nick Dorey and the Scorch London production company.
“We are celebrating 40 years of amazing product technology, as well as the artists who bring KMS California to life,” Panarello says. “Our focus is on individuality. This campaign takes it a step further. The trend is definitely all about natural, lived-in, easy hair. We created styles that are cut to support that finished look. The hair is cut to lay where it lives naturally in the shape—almost seamless. We’re essentially putting down our tools and using the right products, a brush and our hands, to let that natural texture and shape happen.”
For Miller it’s all about avoiding any unnecessary brushes or tools so you see the impact the right cutting techniques and product choices have on the final creation. “Trends are nice to have as a starting point, but in reality the combination of the artist’s vision and the client’s lifestyle is the best way to create something new and unique,” he says. “That’s when you move from dictating a life to truly being a part of it.”
When asked how these looks can benefit the salon professional, Brado says: “This campaign is made up of wonderful, consumer-friendly looks. These are the cuts and the finishes that clients are seeing in current fashion magazines and on the runways. Each look has two styling techniques to give the beauty professional an opportunity to educate the client on how to recreate the looks at home. These are the styles clients are looking for right now.”
After the session, Moroney had a chance to reflect on collaboration: “This was a great shoot for KMS California. It was an opportunity for these five creative stylists to create looks that reflect what’s really going on at street level. This is authentic style.”
Hair: KMS California Global Style Council
Photography: Nick Dorey
Makeup: Lucy Burt
Fashion styling: Julia Sarr-Jamois
Subscribe to Our Newsletter
More Galleries
Shampoo, Rinse, Repeat: Salon Clients Face a Water Cycle Crisis of Mineral Buildup on Hair
Neutralizing the damaging effects of water benefits the hair from texture to shine to color longevity, and it’s the science behind Malibu C products.
Sponsored by Malibu Wellness
Meet Wella's New BlondorPlex 9 with Built-In Metal Purifier
Meet the next generation of lightening with cleaner lift, less breakage, and built-in Metal Purifier Technology.
Sponsored by Wella
milk_shake Presents “LAMINAR” Collection by Shelley Lane, milk_shake Global Artistic Ambassador
milk_shake proudly celebrates Global Artistic Ambassador Shelley Lane and her latest editorial collection, LAMINAR.
Meet Wella's New SmoothFiller Service
Less frizz. No restrictions. Up to 3 months of smooth. Wella Professionals' SmoothFiller is the smoothing service your clients (and your revenue) have been waiting for.
Sponsored by Wella
Perfect Celebrity: Ulta Beauty Artists on Treating Every Client Like a Star
Justin Toves-Vincilione and Mat Wulff, creative directors and the hair, makeup leads on this Ulta Beauty shoot, say the goal of each service is to provide the client with star treatment, while also remembering that the beauty professional is a star in their own light.
by Anne Moratto
EDGE Academy Unveils “GlassCandy,” a Six-Look Collection That Blends Precision With Ease
Building on last year’s Neon Arcade, GlassCandy shifts from neon to daylight with softer movement, confident shape, and wearable polish, created by Creative Director Anthony Edge and the EDGE Artistic Team.
by Anne Moratto
Golden Threads: Oribe’s Gilded Gift Sets
Each year, Oribe turns its holiday gift sets into works of art and 2025’s “Golden Threads” collaboration with Finnish artist Kustaa Saksi is no exception. Inspired by mythology and master craftsmanship, the limited-edition collection blends luxury with meaning, transforming salon retail into an elevated client experience. See how Flaunt Hair Salon brings the collection to life with immersive displays, team engagement, and record-breaking holiday sales.
Sponsored by Oribe
Celebrating an Icon: Oribe Dry Texturizing Spray
Fifteen years after its debut, Oribe’s Dry Texturizing Spray remains a true styling icon. From backstage at fashion week to behind the chair, this cult favorite continues to define volume, texture, and effortless glam for a new generation.
Sponsored by Oribe
A-Temporal 01: A Collection by Sebastián Forner and Víctor Fernández
Sebastián Forner and Víctor Fernández present A-temporal 01, a hairdressing collection born from the pulse of the street and the wealth of experience gained through years of observing, listening, and adapting to real clients.
Lloyd Court’s “Raw” Inspires Colorists with Creative Placement and Storytelling
An award-winning British colorist, Court says this collection was created to help colorists "utilize natural lift to create beautiful images."
by Anne Moratto
Olivia Garden Unveils Dream Hair Lookbook: A Vision of Timeless, Effortless Beauty
Classic meets current in a lookbook designed to inspire — and achieve — the hair of everyone’s dreams.
Peter Gray Elevates Men’s Grooming in New Editorial for OWAY
In one of his most recent project, Gray directed the hair for an OWAY Men’s Editorial, a striking visual story captured by photographer Stockton Johnson.
by Anne Moratto
No Glam Wasted: Mentorship Meets Sustainability in a Forest-Set Photo Collection
Beauty, fashion, and environmental consciousness converge in a cross-discipline collaboration at Bankhead National Forest.
Gaining Momentum: NAHA Finalist Collection for Styling and Finishing
Breanne Gershon, a Canadian hairstylist, makeup artist, and educator, is a finalist for Styling and Finishing.
by Anne Moratto
Spirited: A Colorful Collection by Carol Ritchie
Bold and bright, this is UK stylist Carol Ritchie's Spirited collection.
The 2025 CHI Harmony Collection by Mego Ayvazian
Farouk Systems' Mego Ayvazian, Vice President of Education and Shows, is proud to introduce the 2025 CHI Harmony Collection.