concept tangles & tales
01. THE INTRODUCTION ISSUE “REPPIN’ IN THE CITY”
TANGLES & TALES - established february 2015 -
01. Welcome to TANGLES&TALES by COSMO hairstyling, space for a million hair identities. A place to expand the vision of your tresses, and get influenced by new mane vibes.
We are one big melting pot. diverse as we can be, this cultural remix doesn’t only shape a new breed, it also gives us the opportunity to self-identify. To feel at home wherever we want.
Self-ID’ing doesn’t necessarily mean sticking to your ethnic roots. It is adding new roots as ingredients, and help stir this melting pot. Because we are products of our environment.
We prefere differences over mediocrity. Everyone has their own identity, their own hair persona. TANGLES&TALES is here to help you. To inspire.
So, unknot your tangles. Tell us your tales. Originate, don’t imitate and create, your new hair identity.
content diversity page 10 - 11
gather tribes page 12 - 21
reppin’ in the city page 22 - 37
self-id’ing page 41
natural hair movement page 42 - 43
cosmo hairstyling page 44 - 45
the reppin’ city tribe page 46 - 47
the magazine page 49 - 57
advertising page 59 - 62
spring/summer tour page 63 - 70
summary page 71
trendforecast
di·ver·si·ty (dĭ-vûr′sĭ-tē) 1. The quality or condition of being diverse. 2. The condition of having or including people from different ethnicities and social backgrounds. 3. A variety or assortment: a diversity of opinions.
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diversity Identity and unity are among the strongest themes embraced in DIVERSITY. This forecast is centred around the concept of acceptance through our differences. 180 nationalities shape Amsterdam into the greatest melting pot in the entire world. We come across a wide variety of cultures and get influenced by our environment. We are a product of the environment. A product of gathering tribes and individuality. We create a whole new range of shades in food, fashion, media, beauty and hair. Without running into all these different cultures and embracing them, we wouldn’t be as open-minded as we are today. Mixed roots don’t only highlight the interracial births. It also shows there is more than just traditional identification. Identity is a highly nuanced concept, influenced by religion, politics, history and geographical roots. Feelings and connections are factors too. We can learn a lot by gathering, listening and communicating with one another. We all embody a different culture. There is a growing tendency to integrate cultural influences like history and tradition in modern day selfexpression. Relating to your roots and embracing diversity are a great inspiration. These two upcoming forecasts are focused around the concept of connecting, representing and the growing melting pot. GATHER TRIBES and REPPIN’ IN THE CITY.
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gather tribes GATHER TRIBES reminds us to
appreciate all those we meet and will meet. We all live a different life, but share the same globe. It is inspired by learning, embracing, experiencing and living new cultures. This forecast is focused on equality and influence. It stirs a cultural explorer within us all, leaving you with itchy feet and a desire to throw your belongings in a suitcase and book the soonest one-way plane ticket to explore even more, take the new experiences home and mix it up with your own life.
TK ANDERSON
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UNIFY TRIBES – ROOTS – TRADITIONS FT. MODERN DAY LIFE 1. CHRIS MILLER 2. MAIA BERGAMAN 3. CEREAL MAGAZINE 4. ROG WALKER 5. PHOEBE SUNG & PETER BUER
14 EARTH TONES AND BLUE HUES INSPIRED BY AFFECTED SURROUNDINGS
ASHY BLOND
SANDY LOCKS
COCO BROWN
DUSTY MINT
POSITIVE BLUES
RED HEAD
15 COLORFUL MATCHES – EMBROIDERY – TIED UP TEXTURES
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1. KAPITAL CLOTHING 2. J. SHAW & MARJAN VAN AUBEL 3. TAJ MAHAL 4. ERIN ENDICOTT 6. MAIA BERGAMAN
SHARON JANE D
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1. POP’AFRICANA 2. MANOLO BLAHNIK 3. MSGM - SPRING 2014 4. NATALIE MILLER 6. OLD AFRICAN COMBS
MIX AND MATCH – DETAILED – AFFECTED BY SURROUNDINGS
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It creates a new breed of ethnic identities all mixed up. They don’t even bother with the prejudice. This new tribe can’t put people into familiar categories. It’s almost being forced to reconsider existing definitions of race and identity and presumptions about who is us and who is them.
TK ANDERSON
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LINDSEY WIXSON BY GREG KADEL FOR NUMÉRO
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LIVED MATERIALS – ROUGH – MASHED – GRANULATED 1. KARMO GROUP 3. FEDERICA TEDESCHI 5. STUDIO FLUDD 6. LYNDA BENGLIS
REPPIN’ in the city Inspired by individuality, originality and city culture there is a new tribe on it’s way. REPPIN’ IN THE CITY – slang for represent (in the) city – symbolizes standing up for your self identified roots. It’s a new way of identifying yourself – self-ID’ing – and choosing your own representation. Because one may be born and raised in Amsterdam, but feels right at home in Berlin and identifies herself as a ‘Berliner’.
23 INDIVIDUALITY – SELF ID’ING – CITY VIBES – CONNECTED
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1. BIENNALE OF SYDNEY 2. KAREN M. O’LEARY 3. ROBERTO PUGLIESE 5. BANKSY 6. SAMUEL YANG PAGE 18: @BRAZUM – INSTAGRAM
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GEOGRAPHICAL LINES – BOLD STATEMENTS – RAW MATERIALS 1. PETER GRONQUIST 2. URBAN MEDIA ARCHAEOLOGY 3. SO YOON LYM 4. GWEN CUNNINGHAM 5. DAVID TAYLOR 6. PORTUGUESE PAVEMENT 7. KRIS TRAPPENIERS
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The tribe’s image is reflected by the diversity of the city neighborhoods. A combination of rough urban materials with smooth streaks symbolizing the speed and motion of the city. And dark raw colors combined with a bright yellow, gold or white for bold statements.
ADWOA ABOAH BY TYRONE LEBON
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27 FRESH COLOR PALETTES VS. ROUGH STREET TONES
BLEACHED BLOND
GOLDY LOCKS
PINEAPPLE YELLOW
SILVER SUBWAY SURFER
SEAGREEN DIP
BLUE BLOOD
JETBLACK ROOTS
I am a firm believer that inspiration is what’s right in front of you, if you take the time to see it.
Plus living in New York is a bonus, there are so many people, places and things to trigger inspiration. @HAIRBYILLY
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NEW STREET ETIQUETTE – SPEED OF LIFE – FRAGMENTATION 1. JOSÉ HEVIA 2. SHAZ ABRAHAM 3. SHAZ ABRAHAM 4. CABLE ART 6. LAROSE PARIS BY LEPIGEON 7. KUENG CAPUTO
32 ROUGH DENIM – GRAPHIC PRINTS – SMOOTH RUBBER
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1. FAUSTINE STEINMETZ 2. DAILY PAPER SS15 4. KUENG CAPUTO 5. NIKE AIR MAX 90
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OPENING CEREMONY SUNBLOCK HAT
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2. CHERRY COLLABORATIVE 3. CAROLINE CALDWELL 5. STAPLE DESIGN 6. TOBIAS REHBERGER
SUBTLE LOGO’S – ODD COMBINATIONS – NEW COMFORTABLE
35 A refreshed identity, (self) connection and story telling + sharing are linked to the inspiration behind this forecast. The reppin’ city tribe is not afraid of being themselves and making clear where they come from. Geographical city and subway maps, bold statements, bright lights and personal logo’s are components that can’t be missed. They buy into various brands, but create their own personal way of comfortable. Heels and socks, suits and ‘fro’s, sneakers and skirts, braids and blouses – they wear it however they want to wear it. They don’t let advertising control their style decisions.
@YESJULZ Julz Goddard – A.K.A. @YesJulz – A.K.A. event creator, director of vibes and ‘snapchat’ goddess – now based in Miami, Florida is a very new but great rising muse for this tribe. She is a young woman on a mission to bridge the gap between cool & conscious. By curating some of Miami’s coolest, energy-packed parties & combining them with community initiatives that bring socialites & celebrities together with youth for the sake of helping those in need, Julz is a connector and director of vibes. Connecting with every city she visits, Julz is one of the best examples of self-ID’ing and creating your own roots. #MYami is one of her signature hash tags while tagging people along in her city/life adventures on the snapchat app – A.K.A. The Snap. She is not afraid of showing what she stands for and not afraid for a new hairdo, just like the reppin’ city tribe. For more of Julz do’s and adventures follow her on ‘The Snap’ and instagram.
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REPPIN’ CITY is about being in sync with the city’s multicultural vibes, self-ID’ing and vibing with whatever feels comfortable
but inspirational.
information
self-id’ing
self·i·d·ing (s-elf-ai-dee-ing) 1. Self-ID’ing stands for self identifying. It’s choosing your own representation, instead of completely following your own roots. 2. It’s creating a new you by being inspired by other ethnicities: choosing fragments of the things you’ve learned and create your own version, while staying respectful. 3. It’s connecting with a city you weren’t even born in. You may be born and raised in Amsterdam, but feel way more at home in Berlin.
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natural hair movement It’s no secret that, historically, black women’s hair has not been sensationalized in main stream media. Many deemed it as undesirable, unruly and downright unattractive from all corners of the ethnic spectrum. The natural hair movement, however, has allowed women with naturally kinky and curly hair to fall in love with their true beauty all over again. It is also meant to promote healthier hair practices. Some of the best natural hair products for kinky and curly hair textures include Carol’s Daughter, Shea Moisture, Jane Carter Solution and John Masters. These product lines are known for using very little, if any, harsh chemicals. Many black women have started to embrace the natural tresses they were blessed with. And that is all that natural hair is about: enjoying your hair in its most organic state, sans the perms and other chemical processes to make it straight.
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We’re COSMO hairstyling, founded in 1984. We have 74 salons in The Netherlands, five of them in our lovely capital city: Amsterdam. Our mission is just as simple as it is complicated. We want to make all the people in The Netherlands shine, all day, every day. No wonder our motto is “Shine all the time”. We believe in ambition. Ambition of people, but most importantly the ambition of your hair. You’re hair shows who you really are. And you want to be the best self you can be right? Our ambition is to create something gorgeous of your hair. Because life is too short to walk around like you don’t care. We’re taking hair to the next level. We know a lot of things about hair. Things we love to share. We follow new trends and never stop studying about new products, methods, coloring, hair care, you name it. We use a lot of quality products from brands like: Sebastian Professional, Wella Professionals, Fuente, Featherlocks, Great Lengths, Tangle Teezer and many more. With that knowledge, we unlock the power of hair and now we want to reach out and show you the diversity in us. For more information visit our website cosmohairstyling.com or the TANGLES&TALES website. You can also find us on social media: twitter, facebook and instagram.
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“FASHIONABLE – SURPRISING – REALISTIC – PERSONAL”
COSMO INFO 75 salons 5 in Amsterdam Recent image change Price for a cut ± €35 price for color ± €24 Cosmo express Wellness Blowdry bar Wave university
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the reppin’ city tribe The reppin’ city tribe is the mentality/target group for COSMO hairstyling and TANGLES&TALES. According to the mentality model the ‘kosmopolieten’ and the ‘postmoderne hedonisten’ are the best fit to describe the reppin’ city tribe. The ‘kosmopolieten’ are critic worldcitizens, who like to combine development and experience with values like success, materialism and pleasure. The ‘postmoderne hedonisten’ are the pioneers of the expierence culture, where experimenting is a must. The reppin’ city tribe are Millennails, born between 1980 and 2000 (18-34 years old). They like to be involved with others, are open minded and have a great need to be connected. They need to share their experiences. Diversity and authenticity are very important for this tribe. They like to get to know others, in a very personal way and get inspired by new connections. They are thin-skinned for change and try to be the best selves they can be. And they want to be heared and respected. They are very individualistic, aware of their talents and almost creating a brand of their persona.
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STORY TELLERS&SHARERS – INDIVIDUALS – EXPERIMENTAL
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3. MAXIMO GONZALEZ 4. BABUSHKA ART EXHIBITION 5. ANNIE VOUGHT 7. SOCIETE PERRIER
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the magazine
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tangles&tales magazine TANGLES&TALES by COSMO hairstyling is a magazine where hair gets mixed up with different creative subjects like fashion, interior, food beauty, but also people. Inspired by diversity and roots. It will showcase different hair textures and styles, to inspire and educate hairdressers and their clients to expand their views of hair.
So, why is the magazine called TANGLES&TALES by COSMO hairstyling?
1. TANGLES stands for: the hair. No matter your hair texture, everyones hair can get tangled up. It is a symbol for the diversity we will show in the magazine and the city where we all gather as one big melting pot.
2. TALES stands for: the stories. All those different types of hair, brings a lot of stories with. Because of those stories we get to know people and their roots.
The magazine will be in stores four times a year, one for every season. And it isn’t just for hairdressers.
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a visual hair essay
CHAMELEON One girl, five different hair styles, breaking the barriers of traditional hair identification. Inspired by her surroundings, she is self-IDing. She’is a chameleon, refreshing her roots.
PHOTOGRAPHY JULIANE FALK ASSISTANT ROSALIE VERVELDE MODEL ZOEY IVORY SIMS MODEL MANAGEMENT MUAH FELICIA WILLIAMS CONCEPT & STYLING SHAZ ABRAHAM
the symmetrical sleek
TANGLES & TALES
the humid curls
TANGLES & TALES
the pretzel braids
TANGLES & TALES
the totem bun
TANGLES & TALES
the urban turban
TANGLES & TALES
advertising
advertising
The story doesn’t just stay in the magazine. In the magazine there will be links, hashtags, usernames and symbols refering to (social) media for more information, images or online tutorials. This is a big plus for the target audience of COSMO hairstyling, because the reppin’ city tribe spend most of their time online for inspiration, information and communication. This way they can inspire not only themselves, but also eachother: by using hashtags and sharing.
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ABOUT US
LOOKS
PRODUCTS
SERVICES
follow us!
SALONS
The COSMO hairstyling festival tour. Read along for dates, locations and more!
VIEW
TANGLES & TALES © WAVE int. 2015 all rights reserved powered by dotcontrol
SOCIAL MEDIA APPS/PAGES COSMO HAIRSTYLING IS GOING TO USE
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TANGLES&TALES
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@COSMOHAIRSTYLING INSTAGRAM
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the festival tour
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MOVEABLE – FRAGMENTATION – MIRRORS – FESTIVAL
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1. VUNZIGE DEUNTJES 2. SELFRIDGES LONDON 3. DE HALLEN AMSTERDAM 4. DE HALLEN AMSTERDAM 6. PATI GAGARIN 7. TOMMY HILFIGER LA RINASCENTE 8. COS POP UP STORE CONCEPT
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cosmo hairstyling and tangles&tales spring/summer tour The first TANGLES&TALES will be a spring issue, right before the start of festival season. During festival season COSMO hairstyling and TANGLES&TALES will promote itself on sundaymarkets and festivals. A transportable bike booth will tour around. You can find more information about the tour on the website. Inspired by diversity, moveability of cultures and fragmentation. We consist of little fragments of all the influences around us. The bike booth consist of little fragments. While building the booth up, it has to be dismantled and put together like little pieces of a (simple) puzzle. Festival visitors can get to know COSMO hairstyling in a new way and get to meet TANGLES&TALES. During the festival they can get a little makeover, by getting their hair styled for a small price or by buying the magazine.
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cosmo hairstyling and tangles&tales tour bike
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THE OUTSIDE
THE INSIDE
Extendible part (it goes up and down) of the bike. Where all different hairdresser items are placed together inspired by fragmentation.
A mirror
Hairdresser items just for show. The real items will be on the stylist (like a fanny pack)
The back of the mirror is a big advertisement of TANGLES&TALES
Chair for the customer. There will be one more chair available if occupied, next to the bike seat.
The bicycle
Front of the bike can open as a way up to the platform. Supported by a big brick, so it won’t tilt over.
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ABOUT US
LOOKS
PRODUCTS
SERVICES
SALONS
TANGLES&TALES
COSMO HAIRSTYLING AND TANGLES&TALES TOUR MAP
follow us!
During festival season COSMO hairstyling and TANGLES&TALES will be promoted on sundaymarkets and festivals. A transportable bike booth will tour around. The COSMO hairstyling and TANGLES&TALES booth will make a stop at the following festivals and (sunday) markets:
1. Vrijland Festival May 5th 2015 at Amsterdam Roest
2. Local Goods Weekend Market June 28th 2015 at De Hallen Amsterdam
3. PITCH July 3rd and 4th 2015 at Cultuurpark Westergasfabriek
4. A Day at the Park July 11th 2015 at the Amsterdamse Bos
5. Vunzige Deuntjes Festival July 19th 2015 at Diemerbos
6. Solar Weekend July 30th, 31st and August 1st and 2nd 2015 at Recreatiewater de Weerd in Roermond
7. Valtifest September 5th 2015 at NDSM werf
© WAVE int. 2015 all rights reserved powered by dotcontrol
FESTIVAL TOUR PAGE ON THE WEBSITE
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BOOK NOW
cosmo hairstyling and tangles&tales tour map During festival season COSMO hairstyling and TANGLES&TALES will be promoted on sundaymarkets and festivals. A transportable bike booth will tour around. The COSMO hairstyling and TANGLES&TALES booth will make a stop at the following festivals and (sunday) markets: 1. Vrijland Festival May 5th 2015 at Amsterdam Roest 2. Local Goods Weekend Market June 28th 2015 at De Hallen Amsterdam 3. PITCH July 3rd and 4th 2015 at Cultuurpark Westergasfabriek 4. A Day at the Park July 11th 2015 at the Amsterdamse Bos 5. Vunzige Deuntjes Festival July 19th 2015 at Diemerbos 6. Solar Weekend July 30th, 31st and August 1st and 2nd 2015 at Recreatiewater de Weerd Roermond 7. Valtifest September 5th 2015 at NDSM werf
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cosmo hairstyling and tangles&tales tour map
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summary
TANGLES&TALES is a mix of hair, culture and people. It’s a way for COSMO hairstyling and the (new) clients to get inspired and educate themselves with different and new ways of hairstyling. A way to inspire eachother to identify yourself in the most colorful way possible. Self-ID’ing through hair.
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shaz abraham academie artemis 2015