August 7, 2024 |
If you’ve been riding the Tube this summer, you might have noticed a series of adverts plastered on the walls at your local station. Featuring curving neon nails and blinged-out grillz, the eye-catching visuals are for thought-provoking razor brand Estrid. But it’s the shots featuring body hair art – courtesy of hairstylist Ali Pirzadeh and creative director Jamie Brunskill – that have been raising eyebrows.
Aiming to ignite a global conversation on beauty, body hair is celebrated, not shunned, meticulously shaped and slicked into curving floral patterns and organic shapes by Pirzadeh. The images speak to the ethos of Estrid, unapologetic self-expression while pushing back against societal standards for bodies and beauty.
Below, 10 meets the creative duo to discuss how they created the hair-raising looks for the campaign and the importance of celebrating the beauty of body hair.
How do you use Estrid’s products to create these really subversive works of hair art?
Ali Pirzadeh: For these particular works of hair art, I mixed the Estrid shaving gel with my own gel mixture to achieve just the right consistency. This ensured the art stayed in place while remaining hydrated enough for the model to move without cracking. Additionally, I used Estrid’s razors and then the Estrid precision razor for the finer details and finishing touches.
What was the inspiration?
AP: The inspiration came from the idea of celebrating hair as a form of expression in unique and alternative ways, and embracing individuality by using all types of hair as a medium for creativity. It’s about celebrating personal identity and encouraging a broader appreciation for diverse forms of self-expression.
What do you want this campaign to say about the beauty of body hair?
AP: This is a topic that is very dear to my heart. Growing up as an Iranian, I was often teased for having body hair. In many communities, body hair is considered unattractive and unhygienic. To challenge this perception, I started a project that presents body hair as art, creating unique patterns to symbolise individuality. I was thrilled when Jamie approached me with the idea of a collaboration. This is why I truly admire Estrid as a brand; even though they offer razors and alternative hair removal products, they don’t pressure people by shaming them. Instead, Estrid is championing and celebrating inclusion, and embracing all forms of self-expression.
Jamie Brunskill: It’s just appalling how the industry portrays body hair in general, creating a social stigma against it. In return, showing us these homogeneous, fake ideals of beauty, which cause body dysmorphia and issues which Ali talks about having personally felt. This stigma does not come from us growing from childhood to be adverse to body hair. It comes from the industry conditioning us, which is shocking I feel. When it comes to advertising we seem to be allowed to style, colour, shave and be able to express ourselves creatively through our head hair, so why are we not able to do the same with our body hair. Now thanks to Estrid, we are challenging the status quo and hopefully inspiring people in the process.
How could people create their own body hair art at home, and wear it as part of their daily (or occasional) aesthetic?
AP: In general, it’s important not to feel ashamed of body hair. Embrace it with pride, keeping it lush, moisturised, and visible. If you enjoy patterns, consider finding or creating a pattern that resonates with you and represents your unique style.
JB: There are no limits and we are all creatives at heart, so hopefully this campaign inspires people to go out, experiment with their body hair creatively and see what they come up with. Inspiring the next generation to embody confidence and show us in return what real beauty looks like. I am excited to see what they come up with.
What was it like working with Ali on this campaign?
JB: I knew of Ali’s name from the fashion world, but had never worked with him before. With knowledge of his work and a little digging on social media, I caught a glimpse of his personal portfolio and knew he was the only person for this job. Working with him was bliss, extremely open, creative and collaborative, just how I like to work. I look forward to seeing what the future holds between Ali, Estrid and I. A power throuple in its infancy, so I’m excited to see what we can create together next.
Photography courtesy of Estrid.
