KMS California Launches Street Styled Campaign
January 3, 2013 10:50 AM
The 2013 campaign from KMS California features non-models, hand-picked from the streets of Los Angeles and styled by a team of top international hairdressers.
Nine individuals were found as part of the street style scouting, before being matched up with four KMS California stylists; Brian Bode from the USA, Michael Crispel from Canada, Barney Gleeson from Australia and Robert Mrosek from Germany.
Celebrating the brand's mantra of 'freedom of style', looks, cuts and colours were decided only after the stylists had spent time getting to know their models.
The campaign is accompanied by a behind-the-scenes documentary, exploring the background of the shoot and the people involved in it.
Barney says: "It was an inspired risk to take four hairdressers, give them a cast of clients and document it. There was no script and certainly no guarantees. It was creativity without control, unrehearsed and sincere - like a smile between friends."
Watch the campaign and find out more about the shoot below!
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