Welcome to Mermaid Waves, the 2022 campaign from Yovanka Loria Extensions. The campaign embodied the look and feel of the natural hair used throughout the YL extension collection.
The campaign aesthetic showcased the authentic colour and movement of the extensions. Each colour was designed to create a customised result by assembling the wefts in a particular order, revealing brighter dimensions or deeper contrasting tones based on the individual’s preferences.
The extension collection featured high-quality hair and multidimensional shades designed to support a seamless, customised finish.
A Modern Retelling of The Little Mermaid
The campaign departed from the traditional beach photoshoot centred around wet, salty hair and swimwear. Instead, Mermaid Waves offered a modern retelling of The Little Mermaid, personifying Ariel as both mermaid and princess.
The campaign aesthetic brought together sophistication, glamour and a beachside setting while showcasing the movement, colour and styling versatility of Yovanka Loria Extensions.
The Creative Direction
“The Little Mermaid story was followed throughout the photoshoot, beginning with the models in basic swimsuits, then adding a blazer on top for a fiercer look,” said Yovanka Loria, who directed the hair look.
“We then had the models in some gorgeous, body-hugging dresses and finished with incredible princess dresses from Couture Love Madness.”
“My aim was not to create another editorial campaign, but to create an achievable look for the everyday client. I wanted a mixture of soft and graceful, but also strong, powerful and confident, and I believe we achieved this.”
Celebrating Colour, Texture and Movement
Mermaid Waves was created to celebrate the natural movement and multidimensional colour of the YL extension collection.
By combining carefully selected shades and arranging the wefts to create either lighter dimension or deeper contrast, each look demonstrated how a professional extension service could be customised to complement the individual.
The finished campaign brought together soft waves, polished styling and a progression from relaxed beachside looks to refined evening gowns.
Campaign Credits
- Hair: Yovanka Loria, Ashleigh Dale and Natasha Bennier
- Makeup: Laura Palumbo
- Photographer: Nik Alexoudis, Skye Productions
The Mermaid Waves 2022 campaign was originally featured by Styleicons.
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