Cult haircare range amika celebrates inclusivity diversity and friendship with All Hair is Welcome campaign
Cult haircare brand amika has launched a campaign entitled “All Hair Is Welcome,” which celebrates the brand’s mission to amplify the message of inclusivity, diversity and friendship. The campaign underscores the brand values to be “a friend to hair, hairstylists, to her, him, them and you.”
The campaign, which launched in February, is supported by bold images and a series of videos. The hair in the campaign images was styled by amika’s global artistic director, Naeemah LaFond, as well as Mischa G and Jamie Brice.
All hair is welcome campaign
“The concept of the All Hair Is Welcome campaign is to have our community speak to what the brand stands for in their own voice,” shares Vita Raykhman, amika’s co-founder and creative director. “We are continuously inspired by individuality and we wanted to bring that to the forefront of this campaign, rather than conceal it behind a shoot that was overly styled. We worked with an amazingly unique group of people to represent the brand’s real commitment to diversity.”
The name ‘amika’ means friend in the language Esperanto and represents the brand’s belief in the power of community and the beauty and strength of diversity. The Brooklyn-based brand is a collective of creatives, hairstylists, chemists, and product enthusiasts who like to make products that in their words, “make us proud.” There are 10 collections for every hair type, texture and style.
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