When Lady Gaga prepared to embody "black widow" Patrizia Reggiani for the 2021 film "House of Gucci," she turned to her personal hairdresser of many years, Joico Celebrity Stylist Frederic Aspiras, to create looks that would visually help Gaga portray Reggiani from the 1970s to the 1990s. To share Aspiras's deeply personal creative mission, Joico invited guests to a special evening at the London West Hollywood in Beverly Hills, where they were treated to a chic welcome reception complete with red carpet, a first-look screening of "House of Gucci," and an up-close Q&A with Aspiras.

"I had to be as authentic as possible by using the exact techniques that a hairdresser of the 1970s would use—wet-set rolls, back-combing, French lacing, spiral perms, you name it," Aspiras told the guests. "It was done exactly 'to a T' from that era. I wanted the texture, I wanted the vibe, I wanted the feel, the way it moved—because it needed to transport you to that time." It was important to both Aspiras and Gaga that viewers would see not Lady Gaga but only the character Patrizia, the highly controversial woman who ordered the murder of her husband Maurizio Gucci, then heir to the luxury fashion brand by the same name.

Joico Products Were Key

Aspiras further revealed there were more than 55 looks throughout the film, he used 10 hero wigs, and director Ridley Scott was concerned over showing "movement" in the hair. While the techniques were genuine of the time in the late 1900s, today's products helped Aspiras achieve the looks. In addition to coloring and styling fragile $10,000 wigs, Aspiras colored Gaga's currently platinum hair to give her a brown that was true to the character, and then he got her back to blonde for the press tour and premieres. Joico hair care and color were key to maintaining the integrity and style of both Gaga's hair and the wigs.

Aspiras dedicated his work on the film to his mother, who had died earlier in the year. In a moment that noticeably touched the audience, Aspiras was emotional when speaking of how he learned all he knows, including the old techniques used for the film, from his hairdresser mother.

Look 1: Young Patricia

Prep Treatment: Defy Damage ProSeries 1; Bond-Protecting Color Optimizer
Formula 1: (Highlights) BlondeLife Hyper Highlift Permanent Creme Color Champagne with 30 Volume LumiShine DeveloperFormula
Formula 2: LumiShine Permanent Creme Color 5N + 4NW with 20 Volume LumiShine Developer
Post Treatment: Defy Damage ProSeries 2 Bond Strengthening Color Treatment
Color Maintenance: Joico Colorful Anti-Fade Shampoo & Conditioner

1. Spray towel-blotted hair with K-PAK Color Therapy Luster Lock Multi-Perfector to detangle.

2. Using JoiGel Medium Styling Gel, wet-set the hair on rollers.

3. After hair is cooled, remove wet-set rollers and, with a couple drops of ColorFul Glow Beyond Anti-Fade Serum in your palm, run fingers through the hair to break up hard roller partings.

4. Using a boar bristle brush, brush all the hair back, then upwards to blend the curls together.

5. Bring hair to the side and make a soft side parting. 

6. Use a boar bristle brush to smooth out "French lace" waves throughout.

7. Finish with JoiMist Firm Protective Finishing Spray.

Look 2: Married to Gucci Patrizia

Prep Treatment: Defy Damage ProSeries 1; Bond-Protecting Color Optimizer
Formula 1: LumiShine Permanent Creme Color 5N + 4NW with 20 Volume LumiShine Developer
Post Treatment: Defy Damage ProSeries 2 Bond Strengthening Color Treatment
Color Maintenance: Joico Colorful Anti-Fade Shampoo & Conditioner

1. Spray towel-blotted hair with K-PAK Color Therapy Luster Lock Multi-Perfector to detangle.

2. Using JoiGel Medium Styling Gel, wet-set the hair on rollers.

3. After hair is cooled, remove wet-set rollers and, with a couple drops of ColorFul Glow Beyond Anti-Fade Serum in your palm, run fingers through the hair to break up hard roller partings.

4. Using a boar bristle brush, brush all the hair back, then upwards to blend the curls together.

5. Bring hair to the side, and make a soft side parting.

6. Use a boar bristle brush to smooth out "French lace" waves throughout.

7. Finish with JoiMist Firm Protective Finishing Spray.

Look 3: Shoulder Length Layered Bob with Spiral Perm

Prep Treatment: Defy Damage ProSeries 1; Bond-Protecting Color Optimizer
Formula 1: LumiShine Permanent Creme Color 3N + 4NW with 10 Volume LumiShine Developer
Formula 2: LumiShine Permanent Creme Color 5N + 4NW with 20 Volume LumiShine Developer
Post Treatment: Defy Damage ProSeries 2 Bond Strengthening Color Treatment
Color Maintenance: Joico Colorful Anti-Fade Shampoo & ConditionerPerm/Natural Curls 

1. Gently towel-blot curls without disturbing curl pattern. Spray K-Pak Color Therapy Luster Lock Multi-Perfector Spray throughout hair.

2. Apply drops of ColorFul Glow Beyond Anti-Fade Serum to palm and fingers. Begin to piece out individual strands of curl and twist around finger; repeat all over head.

3. Using JoiWhip Design Foam, hold can upside down and dispense into hand; distribute evenly onto damp hair.

4. Use a diffuser attachment to blow-dry hair with low heat and speed until hair is dry.

5. Use a hair pick to open curls up to create even more volume '80s style.

6. Finish with Joico Flip Turn Volumizing Hair Spray.

Look 4: Short Bi-Level Feathered Haircut

Prep Treatment: Defy Damage ProSeries 1; Bond-Protecting Color Optimizer
Formula: LumiShine Permanent Creme Color 3N + 4NW with 10 Volume LumiShine Developer
Post Treatment: Defy Damage ProSeries 2 Bond Strengthening Color Treatment
Color Maintenance: Joico Colorful Anti-Fade Shampoo & Conditioner

1. Apply Dream Blowout throughout towel-dried hair.

2. Shake PowerWhip Whipped Foam well; hold can upside down and dispense into hand, and then distribute evenly onto damp hair.

3. Style hair with a 1-inch-barrel round brush. Blow dry hair up and away from face and frame the sides.

4. Apply Joico Rise Up Powder Spray directly at the roots and/or throughout hair for instant volume and light texture.

5. Finish using Joico Flip Turn Volumizing Hair Spray and vented flap brush to create feathered lines in hair.

Look 5: Power '80s Blowout

Prep Treatment: Defy Damage ProSeries 1; Bond-Protecting Color Optimizer
Formula: LumiShine Permanent Creme Color 3N + 4NW with 10 Volume LumiShine Developer
Post Treatment: Defy Damage ProSeries 2 Bond Strengthening Color Treatment
Color Maintenance: Joico Colorful Anti-Fade Shampoo & Conditioner

1. Apply Dream Blowout throughout towel-dried hair and blow-dry.

2. Shake PowerWhip Whipped Foam well; hold can upside down and dispense into hand, and then distribute evenly onto damp hair.

3. Style hair with a 1-inch-barrel round brush. Blow-dry hair up and away from face and frame the sides.

4. Use a 1-inch curling iron and Joico Heat Hero Glossing Thermal Protector to add barrel curls. Clip each curl down and allow to cool.

5. Apply Joico Rise Up Powder Spray directly at the roots and/or throughout hair for instant volume and light texture.

6. Brush out hair using vented flat brush to create feathered look.

7. Finish using Joico Flip Turn Volumizing Hair Spray.