Home' INSTYLE Magazine : INSTYLE JANFEB 2015 Contents luxury
How you define luxury depends on how you see
it. While it can mean many different things to
different people one thing is certain -- when you
are thrust into a luxury aesthetic with the right
people at exactly the right time, growth becomes
just like luxury itself -- an infinite measure of one's pleasure.
Creating a benchmark of its own in a crowded consumer
landscape that promises the world, Oribe was born from not only
the vision of an extremely talented hairdresser Oribe Canales, but
a collective of visionaries who don't stop until they have achieved
the unachievable. Receiving his first ever editorial in GQ magazine
-- the benchmark was set high for a brand that both aesthetically
and culturally has sharpened up the industry. It was the early
2000s -off the back of Oribe's editorial success in the 90s it was
time for a shake up in terms of professional haircare.
Formulated with the Cote D'Azur fragrance sharing the same
fragrance house as Tom Ford, from Cuba to the Cote D'Azur,
Oribe is a brand with a memorable journey -- it's almost a feeling
you need to have with the why, the how and the 'well why not?'
you'd sometimes associate with a splurge. With a suave and
sophisticated style, tattooed sleeves and a strong sense of fashion,
Oribe's celebrity and salon work spans over three decades and
rubs shoulders with some of the world's biggest names and as I
said, the right people and at the right time.
His collaborators include countless photographers, like Bill
King, Irving Penn and Richard Avedon -- all icons of their time
and without a doubt; Helmut Newton, who shot Cindy Crawford
for American VOGUE with hair that Oribe teased to infinity; and
others like Patrick Demarchelier, Annie Leibovitz, Herb Ritts and
Francesco Scavullo -- his work sits alongside the who's who of the
fashion and photography industries. Collaboration, curation and
certainly no imitation. at's Oribe.
Despite countless covers to Versace and Louis Vuitton brand
campaigns, salon work has always been a big part of Oribe's life in
between phone calls from the likes of Jennifer Lopez requesting
him to do the hair for the cover of her first album -- they hadn't
even met but Oribe's reputation had infiltrated. From Jenny from
the Block to international superstar, Oribe was doing her hair for a
decade. He was backstage at the Marc Jacobs for Perry Ellis show at
that inimitable moment when grunge became grunge and since has
done a tonne of VOGUE covers and editorials that continue to shape
your perception of what we think hair should look like. Ne w Yo rk
Times, Dolce and Gabbana -- with a hot list as enviable as they come
it's no doubt Oribe insisted on the best quality products and sought
out to create them with a brand of products that reflected the jewel-
adorned celebrities he mixes with and those that certainly ensured
would make it onto people's 'lust have' list.
"We've worked with some wonderful brands in the past and the
world doesn't need another company unless there is a reason for being
or if it fulfills a need," said Oribe Director of Marketing Dan Langer.
Launching the concept of the brand in the very beginning,
Oribe and his team elevated the Bumble and Bumble brand into a
global behemoth from its 1977 debut onwards to a successful sale
to Estee Lauder companies in 2000. Catching up with the two
entrepreneurs relatively responsible for the brand we now see at
Oribe's New York offices gave INSTYLE a true insight into the rare
jewel that is Oribe and just how, when you think you've worked for
the best and created the best, how you can beat it.
While dedicated to the professional salon industry, Oribe believes
there are predominantly two channels in haircare; salon retail and
mass, that there really is nothing in between. ere really hasn't been
a luxury brand that stands on its own above all channel distortion.
"I think Frederic Fekkai was one of the first brands in America to
be sold in a specialty store but there really wasn't anything that had
a certain standard or level of quality that one could say is best," said
Orive co-founder Dan Cainer.
So by deconstructing all the bi-products of what quality is from
attention to detail and custom-designed formulations (that were
once deemed impossible), to developing a signature fragrance
across the line -- Oribe created a perfume and not just a popular
fragrance like all other brands in the market -- a signature.
"Since we launched eight years ago our number one request was
'why don't you make a perfume?' Your fragrance is so amazing' and
so because we have so many products and people are layering, it
Developed on the premise of beating the best
and invoking a completely new level of desire for
salons and consumers, Oribe is the journey of
a beauty relationship that has no peer, writes
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