4 Soft Cubism 1979 – Susie
Soft Cubism, Susie, by Graham Wren, Vidal Sassoon, NY 1979
SOFT CUBISM – Susie
Soft Cubism, hair by Graham Wren, Vidal Sassoon, NY. Here, the hair is pulled back and the bi-level
fringes are softened.
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
Earrings: Bonwillum
Model: Suzie Kozak
Art: Avram
Photo: Lorraine Sylvestre
Concept/Produced by Helen Oppenheim
Anecdote: This was my first campaign for Vidal Sassoon, I started in May, and was asked
to have a trend press release ready for a Vidal Sassoon press tour in September. It wasn’t easy!
I had to work with hairdressers in all 5 salons but I didn’t know any of them and most hadn’t
worked on creating a conceptual campaign before. Also I was Creative Director, a
non-hairdresser and trying to change things, to soften up the image, which was my
mandate because of the Sassoon products.
ALL RIGHTS RESERVED © HELEN OPPENHEIM 2012
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9 Soft Cubism 1979 – Evening
Soft Cubism, Snake Charmer, by Avram, Vidal Sassoon, NY 1979
SOFT CUBISM
Dawn
Sassooning for Evening
Sassooning for Evening, with original hair accessories designed by Avram, Vidal Sassoon, New York, 1979.
This snake charmer of matching false hair with rhinestone eyes has a lumilar tongue weaving
through hair sleekly knotted asymmetrically on top, a new dimension for false hair.
Sassoon for Evening – new for Sassoon at the time, meant simplicity, functionalism, versatility
as simple, pure and perfect as Sassooning for day.
Avram had a unique awareness of fashion as well as a degree in Fine Arts from the School of the Museum of Fine Arts in Boston.
He designed this very modern Hair Art Collection creating hair art originals and one-of-a-kind hair accessories, inspired by the graphics of cubism, constructivism, modernism and futurism –
schools of art of the early 20th century.
Hair: Avram, Vidal Sassoon, NY, 1979
Makeup: Ted Nadel
Dress: Sylvana Malta for Lux International
Model: Dawn of Elite/John Casablancas
Photo: Lorraine Sylvestre
Concept/Produced by Helen Oppenheim
Anecdote: A Vidal Sassoon model was at the dentist shortly after we did this campaign
and met Salvador Dali in the waiting room. He invited this model to dinner with Gala, his
wife, and probably others. Avram created this snake charmer look on the model and Dali loved it!
Anecdote: The Cooper-Hewitt Museum in New York requested and showed this
snake charmer in a hair-related exhibition.
ALL RIGHTS RESERVED © HELEN OPPENHEIM 2012
Comment10 Soft Cubism 1979 – Evening
Soft Cubism, Sassooning for Evening, by Avram, Vidal Sassoon, NY, 1979
SOFT CUBISM
Kimberli
Sassooning for Evening
Sassooning for Evening, with original hair accessories inspired by the graphics of cubism,
by Avram, Vidal Sassoon, New York, 1979.
A snake charmer of black plexi waves diagonally through the hair. A veil tilts over one eye,
at a rakish angle, asymmetrically. Rhinestones add glimmer and glitter.
Silky, super-shine hair is glamour, rolled-under and forward to frame and flatter the face.
New asymmetric rolled-under fringe slants up and on the forehead ending in a
futuristic feather effect.
Hair: Avram, Vidal Sassoon, NY, 1979
Hair Care: Vidal Sassoon 3-Step Hair Care Regimen – cleanse, moisturize, seal & protect
Makeup: Ted Nadel
Dress: Sylvana Malta for Lux International
Model: Kimberli of Elite/John Casablancas
Photo: Lorraine Sylvestre
Concept/Produced by Helen Oppenheim
ALL RIGHTS RESERVED © HELEN OPPENHEIM 2012
Comment11 Soft Cubism 1979 – Evening
Soft Cubism, Sassooning for Evening, Avram, Vidal Sassoon, NY, 1979
SOFT CUBISM
Kimberli
Sassooning for Evening
Sassooning for Evening, with original hair accessories inspired by the graphics of cubism,
by Avram, Vidal Sassoon, NY, 1979.
Here, 2 Lumilar triangles – 1 positive, 1 negative – both refracting light into exciting rays
and colors zoom through hair sleekly knotted asymmetrically on top.
Hair and Lumilar hair accessories, in many shapes and shades, were created by Avram, who
liked Lumilar “because it refracted the light, like a prism, and the effect could be…wonderful.”
Hair: Avram, Vidal Sassoon, NY, 1979
Makeup: Ted Nadel
Jacket: Kansai Yamamoto, Diane B.
Model: Kimberli, of Elite/John Casablancas
Photo: Lorraine Sylvestre
Concept/Produced by Helen Oppenheim
Anecdote: The Soft Cubism campaign was very successful with the press. We made 98
newspapers, some full pages, major magazines, tv, radio, practically every
hair magazine in the world, often full pages per photo, with 23 pages in one
Japanese magazine.
ALL RIGHTS RESERVED © HELEN OPPENHEIM 2012
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