Home' INSTYLE Magazine : INSTYLE JUL-AUG 2017 Contents of Hair brand. Taking place in the city’s
iconic Shibuya district including on one
of the world’s busiest pedestrian crossings
Shibuya Crossing and in laneways and
lantern lit sake serving alleyways of the
Golden Gai – it was the experience of a
lifetime for everyone involved. All finalists
and guests on the trip were glowing with
energy and enthusiasm having returned
from a journey as customized as the Shu
Uemura brand itself. The Tokyorama vibe
definitely travelled its way to a winter night
in Melbourne – adding further whimsy to a
world of hair.
A special thanks on the night was also
given to Oscar Cullinan – joining the tour
as a mentor for each of the finalists - his
experience provided a wealth of support and
encouragement at a photographic level from a man responsible for
many a winning image, but also leading hairdressing label (Oscar
2016’s winner Danny Puopolo said, “There is something very
‘normal’ to see the traditional heritage of a city sitting comfortably
alongside its insatiable appetite for modernity. The dark wood of
a traditional tofu shop sits next to a cloud-brushing skyscraper.
I remember feeling overwhelmed when confronted with Tokyo’s
juxtaposed landscape – I wanted to capture this energy,”
A key word that continued to come up was ‘juxtaposition’. As
Ellie Martins from Wildlife put it, “I wanted a look that echoed
the geometric lines of modern Tokyo buildings and the softness of
Japanese wisteria and waterfalls. Every where you look in Tokyo
you see architecture and the environment working harmoniously."
This year more than 60 hairstylists entered the competition in
Australia, providing a platform for Australian hairstylists of all
experience levels to push their artistic limits.
General Manager of Shu Uemura Art of Hair, Sandra Kelly
shared her excitement for the win; “Not only are we a group
of people that have welcomed this brand with open arms in
Australia,” but it wasn’t difficult to see that the winning look that
further translates the unique Shu community, “Lauren’s winning
look is incredibly hypnotic. It’s technically brilliant and complex
but also so considered – it really brings the Tokyorama theme to
life,” Sandy said.
“Lauren’s work and each of the finalists are a great example
of what the Shu Uemura Art of Hair brand is all about and that’s
showcasing the stylist as the artist and drawing inspiration from
city architecture, both old and new,” she said.
Not only have each of the finalists let their creativity flourish but
we can now see where their artistry can lead – to both national
and international recognition. The diverse panel of judges included
Benni Tognini, Arnaud Trevisana of L’Oréal PPD, myself, Remy
Rippon from Vogue Australia as well as the Shu Uemura Art of Hair
General Manager internationally. Sandy Kelly from Shu Uemura
herself was completely inspired to witness each of the finalists on
set and amongst the hustle and bustle of Tokyo.
“We are a group that share attitudes and common interest in
celebrating community, art, innovation and tradition,” Sandy
said. Guests were then transported on a journey to Japan with a
behind the scenes video shot by Adam Saunders of Killa Kreative –
the detail as remarkable as the finished results.
Shu Uemura marketing manager Alexandra Shadbolt said the
global opportunity and the support each of the finalists had for
one other has been exceptional and humbling. “Capturing these
looks against a backdrop of Tokyo has taken the competition to the
next level. Showcasing hairstyling as an art and true example of
their craft – mixed with a cultural experience,” said Alex.
The night in Melbourne added another dimension to the fully
immersive experience of Shu, not just transporting guests to
a creative world - everyone entered the venue through an art
installation of hand-made pink origami that took more than two
weeks to make, it was all bang on with the brand value of Shu –
and that’s certainly the experience the brand wants for everyone
The five finalist images were larger than life – at least 6 times
the usual size of an image at an awards night – suspended from the
roof of the North Melbourne Warehouse and premiu m Japanese
whiskeys greeted guests as well as an epic array of Japan-inspired
food from Melbourne’s Ascot Food Store.
More than 120 guests made their way around the venue which
included plenty of photos on the Shu Uemura mirror wall – the
classiest ‘photobooth’ you ever did see.
Gallery of Style; what a global feast it is.
For more information visit shuuemura.com.au
Adam McIntosh Image
Gallery of Style
2017 winner Lauren
Ellie Martins image
Links Archive INSTYLE MAY-JUN 2017 INSTYLE SPT-OCT 2017 Navigation Previous Page Next Page