The idea of this fabulous collection was to create looks with different textures that could withstand the elements. In both New York City and London, your product choices have a direct correlation to the weather outside.
Whether sleek and smooth, or big and curly, products help hair styles weather the storm, quite literally. “On the day of our shoot day it rained and was a classic humid August day in the city and presented a great opportunity to take our styles out for a spin in NY’s most notorious conditions,” says Mirza Batanovic, Eufora US Style Director. “Eufora products help stylist make miracles. Whether it’s an updo that has to survive a subway ride or quaffed curls that must hold their form on a windy, rainy walk uptown or a sleek do that can’t fall flat. With Eufora products this shoot was a breeze.“
The Eufora Team wanted to showcase the “girl on the go” and how she would wear her hair differently throughout one day in the ‘city that never sleeps’. “While I’m based in NYC and Eufora UK Style Direct Neil Smith is from London, the aesthetic of the Eufora urbanite is cross-continental. We focused this collection on style and texture with each model’s hairstyle change taking less than 10 minutes utilizing key EuforaStyle products that any urban angel might have in her bag. While being very wearable, the styles are unique and on trend for the confident fashionista. This collection was a wearable celebration of texture, whether fine and micro crimped, or coarse and reformed. When styling and restyling it’s imperative to keep the integrity of the hair and we loved the effects of EuforaStyle Thermal Defense Prep that allows you to play with style choices without compromising the quality of the model’s hair no matter how they choose to wear it,” says Mirza.
The story of ‘A New York State of Mind’ was in the malleability of the style that reflects the versitility of urban life.
“Eufora’s focus on Mindful Formulations, and People and Planet friendly foundation only adds to its professional performance. We really wanted to emphasize the strength and versatility of the EuforaStyle Promise for this collection,” adds Mirza.
Hair: Mirza Batanovic, US Style Director & Neil Smith, UK Style Director
Models: Ashley Brooke Walter, Elizabeth White, Iyanla Kalifa Galletti, Valbona Bakiu
Photo: Mark Short
Makeup: Emilia Adamkiewicz
Wardrobe: Destiny Waldon