Posted by on Jan 8, 2012 in Soft Cubism | 0 comments


2 Soft Cubism 1979

Soft Cubism, Susie, by Graham Wren, Vidal Sassoon, NY 1979


Vidal Sassoon’s hair shapes for the ’80s were inspired by the graphics of cubism. This 1979 campaign was conceived as Soft Cubism, with no hard edges.

After the Vidal Sassoon Artistic Teams and I had worked for at least a month on this campaign, probably more, we finally got it.

The hair here was designed by Graham Wren, International Art Director, Vidal Sassoon, NY, in 1979, with a new slant. Asymmetric and symmetric. Also, versatile with bi-level, asymmetric fringes.

Graham explained: “A half longer fringe on one side is combed over a short finer fringe, which
slants asymmetrically from the opposite direction. Because it’s versatile, the cut can be worn
this way. Or that. With short or long hair. Wavy, curly, or straight.

Hair: Graham Wren, Vidal Sassoon, NY, 1979
Hair Care: Vidal Sassoon 3-step Hair Care Regimen – cleanse, moisturize, seal & protect
Makeup: Ted Nadel for Madeline Mono
WaveDress: Ken Hanneman
Brooch: Bonwillum
Model: Susie Kozak
Art: Avram
Photo: Lorraine Sylvestre

Concept/Produced by Helen Oppenheim

Anecdote: We all worked very hard to make this campaign happen; the planning was very detailed, and we also worked many nights in the salon perfecting the looks before we went to the studio. We photographed over a 3 day period. The first day, we started at 9 am and finished at 3 am. The second day we started at 9 am and finished at midnight. The third day, we started at 9 am and finished at 9 pm. It took me almost 3 months with approvals from corporate headquarters in LA, post-production work and writing/producing the press releases. Then, I did the PR. Which was impressive: WWD,”W, Vogue, Mademoiselle, US Magazine, GQ – 29 consumer magazines in all – and 98 newspapers, as well as hair magazines, often with full pages, around the world and there was lots of TV, with Vidal who went on a press tour with the campaign.

Note: there is different text under each photo and sometimes the best photos are last throughout the Archives.

All rights reserved © Helen Oppenheim 2012

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