Rodney Wayne’s latest campaign, breaking this month, gets a jump on summer, with a bright 1970s pop-rock vibe mixed with an androgynous, rave-culture 1990s look, harking back to the international cultural influences of those decades.
Entitled Do Summer, the campaign is proudly New Zealand in flavour despite its international inspirations, with Rodney Wayne’s global creative director Richard Kavanagh encouraging women to make a bolder statement this coming season with a new look. ‘The smart way to go is with fabulous hair that can take you from the pool to the party and places in between. Our latest looks are designed to help you make the most of the season in individual style,’ says Kavanagh.
Kavanagh has driven the campaign, photographed by Steven Chee, directed by Lachlan McPherson, with Rodney Wayne’s Matt Butcher, Adrine Singh, Hannah McKenzie and Christie Beard assisting on hair.
The five looks, ‘Sunrise and Shine’, ‘Dusk-oh’, ‘Honey Dipped’, ‘Twice the Nice’ and ‘Bourdin Patrol’, pay homage to the season, all using Redken products for preparation, finishing and protection.
‘Sunrise and Shine’ has been inspired by Annie Lennox and the rave culture of the early ‚Äô90s, with copper shades, using a halo technique of colouring, and shorter under-layers. ‘Dusk-oh’ was inspired by the 1970s’ soul sisters, enhancing curls √† la Donna Summer and Lorde. ‘Honey Dipped’ takes its inspiration from Michelle Pfeiffer’s Elvira Hancock character in Scarface, with a centre part and honey-dipped ends. ‘Twice the Nice’ sees braids at the core, whether they are herringbonem four-strand, French or classic. Finally, ‘Bourdin Patrol’ takes its name from photographer Guy Bourdin and the 1970s’ hyper-real styles of the models in his shoots.