Social distancing is at the root of a lot of challenges facing the hair industry. Alfaparf Milano’s creative team didn’t let that stop them from doing a virtual photoshoot to celebrate the relaunch of their Demi Permanent Vegan line, Color Wear. SSG talked with Cassie Siskovic, National Artistic Director for Alfaparf Milano, Jeannetta Walker-Rodgers, Alfaparf Master Colorist, Curl + Texture Expert, Mei-Ling Alvarez, Director of Social Media, Content + Advocacy, & Amelia Joyce Tubb, Creative Director + Photographer, to find out how they got the job done!
Embracing diversity is something that is important to the team, “2020 has shaped us in many ways, & as a brand we are committed to be part of the movement to bring awareness & inclusivity to our industry”, commented Mei-Ling. Jeannetta told us about Alfaparf, “We are a global brand, that represent a lot of different ethnicities, nationalities, & backgrounds.” Cassie added, “It was really important to us as a team, that we had models that represented all of our stylists, all of our artists, all of our customers.”
Making It Work!
Next, they had to figure out another way to assess the #hairhealth. Because of social distancing, Cassie and Jeannetta said they relied on extensive consultations. They were also on hand virtually to help the models color their hair at home. This built a foundation of trust & care between the entire team that they would need to complete the project.
The team “scouted” the locations virtually prior to the shoot. Amelia bounced between Zoom with the Alfaparf team & Facetime with the models. She said, “This took a certain amount of letting go & let things happen.”
Everyone agreed that collaboration & a positive attitude were key for the success of the shoot. Jeannetta explained, “This was something that we’d never done. You have to come into these things, like uncharted territory, with a positive attitude, & I’m just so happy that the models we worked with had that type of attitude.” Despite the challenges, the Alfaparf Group didn’t let a little distance stop them from creating something beautiful, for you.
See the full interview with the Alfaparf Milano Creative Team!