Number 4 HighPerformance Hair Care recently rallied their forces to shoot a new collection, "Urban Elegance" in downtown Los Angeles. Their goal: to show that even uber-urban women can rock elegant hair and that the most elegantly dressed of women can let their hair down a bit.

Education Director Chad Law discussed their process during pre-shoot prep at Curt Darling Salon.

"We looked at beautiful images in magazines like Italian Vogue, French Elle and Vogue, UK, and then we worked backwards, starting with the finished look, to develop our steps," said Law. "For us, Urban Elegance describes the social shift that is happening; you can't read someone's social status by how they look.  The only thing that matters is personal, unique style."

Hairdresser Gill Hodgson was co-lead stylist on the shoot along with Curt Darling.  She was creating, "a 1960's bob shape with a modern twist.  It's assymetrical and undercut with lots of movement."

"This is deconstructed glamour," said Darling, who likes to cocktail products from the Number 4 line to build-up the texture in the hair.  "We really looked around us, to the revitilization of downtown and the industrial esthetic, for inspiration. The uptightness, one-way-of-doing-things is leaving."

 Number 4 High Performance Hair Care was founded with the mission to develop a creative, high performance hair care line that runs parallel to fashion, science, art, music and multimedia – essentially any and all creative cycles.   Number 4’s formulas are 100% Vegan, Gluten Free, Paraben Free, Sulfate Free,  and are never tested on animals.

  Number4Hair.com.