image by Genna Yussman Greene/ Absolute Studio

INDIAN SUMMER

Matthew Tyldesley September 14, 2020

My dear friend, Genna always says about all our creative projects “Everything we do is a production”. She is correct. Having lots of experience after doing editorial work for decade I can say if you’re going to do a photoshoot, photograph enough content to tell a story and to create a collection. As was the case when Genna mentioned wanting to do a indian inspired photoshoot..

I knew Genna and I would have a lot of prep as far as location scouting and I would be responsible for helping to assemble a team. We both posted model calls on social media requesting models that would be interested in this concept.

Genna had been compiling textiles, fabrics and wardrobe and accessories but would need a stylist to oversea and configure the wardrobe for each model chosen. Genna contacted stylist, Fitz Fitzpatrick to be the wardrobe stylist that would be responsible for curating these looks. I contacted artist, Danielle Toller-Goldring to create the make up for each model. Genna would be behind the lens, me on hair and Cyndi Snow would be assisting us on set.

I created a vision board for both hair and make up to help inspire both Danielle and I. We booked three regional models from the state. We were happy to book three local regional models whom would become our muses. We love diversity with our collections and booked models, Dezaray Nicks, Dakota Bruton and Emily Marie .

Each modeled brought a different element to the production. Exuding both beauty and strength each model had a unique style and wardrobe selected through out the day. We arrived early on location to prep the models at Absolute Studio in Louisville, KY. Models arrived at different intervals. As models arrived Fitz started selecting wardrobe fittings prior to sending them to hair and make up. Make up and hair prep took up the three hours with the models rotating between Danielle, Fitz and me for hair. After hair and make up models were sent to wardrobe to dress.

Meanwhile Genna and Cyndi were readying her cameras and lens along with packing a travel kit for an on location shoots on the sides streets of Frankfort Avenue. Once the models were ready Genna and Fitz would take some or all of the models and transport them on location. The team would rotate back and fourth to the location for photographing then back to Absolute Studio to change. This would allow the models breaks to cool down and hydrate/snack as well as light hair changes and make up touch ups.

The day was very, long twelve hour day but we knew the results were worth everything we did. This team did a stellar job and everyone brought their talents and dedication to this project. For hair I did a variety of long hairstyles including braids and fishtails. On scalp braids (cornrows) andcustom extensions. I did a lot of blow drying and straightening for each models. I used custom wigs on model Dezaray and added embellishments to each of of the model’s hairstyles.

Several weeks had past after the photoshoot and Genna was selecting and editing images. It was then that we were plague by Covid-19. Everything was shut down and we were all home bound with no work or photoshoots in the near future. This time gave Genna ample to time to finish editing the images that she would send to me to submit for publication.

After a couple days I received an email from the editors of Imirage Magazine, who wanted to publish the images. “Indian Summer” was published in the May 2020 issue in a six page spread highlighting all of our hard work during quarantine. Thank you to Imirage magazine for the feature. Thank you to the entire team and to the models for bringing this vision to life. We were fortunate to see our work see the light of day. Everything happens for a reason and this was definitely meant to be.

Credits

Photography: Genna Yussman Greene/ Absolute Studio @gennayussman

Wardrobe Stylist: Fitz Fitzergerald @ritzy_fitzy

Make Up: Danielle Toller Goldring @tailoredbytoller

Hair: Matthew Tyldesley @hairbymatt

Assistant: Cyndi Snow @x2cgirl

Models:

Dezaray Nicks @dezaraynicks

Dakota Bruton @dakota_bruton

Emily Marie @xxemilymarie

The Making of Indian Summer

Image Genna Yussman Greene/Property of Absolute Studio, Louisville, KY

CRIMSON EQUINE

Matthew Tyldesley July 14, 2020

Amazing ideas and opportunities can happen anywhere and at anytime.It was during a hair appointment last summer my client, Diane Moore suggested I along with Photographer Genna Yussman Greene do a photoshoots involving her horses. I instantly loved the ideas and later that week phoned Genna to share my conversation I had with Diane about working with the horse and she loved the idea. Genna had been preparing a collection of Latin/Spanish clothing in Red and Black hues in various textures and fabrics. Reworking vintage fashions, textiles. She was even making some elaborate dresses with long trains on her sewing machines.

As with all our shoots, Genna and I generally overshoot with several models and we originally only planned on four models but the shoot evolved to be three times as many models and two make up artists. I contacted Lexington, Mua, Portia Greene and Louisville, Mua, Jace Race to do make up for a total of eight models.

Booking models is a tedious process, I used social media to do a model call of which can be hit or miss with responses. The process of messaging back models and writing/rewriting details is a lengthy and time comsuming process and sometimes a “cat and mouse” experience to make sure models read all notes and give confirmation back. Sometimes several models come out of the woodwork and then sometimes very few respond back. We will tend to work with some of the same models and include new models and I will invite some clients who may be interested. My biggest key is to select models that will pair nicely together especially for cohesiveness when your trying to tell a story. For maximize content, Genna and I create multiple looks on all models with the team to have enough material to work with post shooting.

Photo Jul 12, 10 00 22 AM.jpg — Selfie with Diane

As with anything unexpected challenges arise, after weeks of planning a day before we had to make the call to cancel the shoot due to a storm. Bummer, but we reset the shoot a few weeks after that. Of course we could not retain all the models as it was back to school season for some of the college/highschool models. We overbooked the shoot because we know the day of some models won’t be able to show up. This is typical within the industry and I’ve encountered at every show/shoot at some time in my career. Prepare for the unexpected…amazing things happen when you least expect them too. You just roll with it.

We travelled to Harrodsburg, Kentucky about and hour from Louisville, KY on a very hot day. We weathered the heat with an amazing team for 14 hours in the beautiful countryside of Kentucky with beautiful horses. We were fortunate to have this collection published in Like A Lion Magazine during the quarantine in the May 2020 issue. It was wonderful seeing the release as this would have been the Derby season had it not been post poned due to quarantine. We felt this collection represented Kentucky’s love for horses and fashion with our own creativity.

In addition to booking talent, I had to create look boards for hair and makeup for each model and for both make up artists. I used Google/Pinterest images using key words that pertained to our theme. I knew I would need to keep hair simple, classy and elegant. For cohesiveness, I decided to make rose hair pieces for each model. I made varying pieces that I adorned each model’s hairstyle with. I had also prepped some wigs to help with timing.I also always keep wigs and extensions in my kit because some of the models recently cut their hair shorter than their headshots.

The day stared at 5 a.m. after my morning coffee, my tools were packed the previous night and my car loaded. I would be transporting any of the models that needed a ride if they arrived at my house that a.m. I had a cooler packed with beverages and bag full of snacks for us to have on location for the models and we would work out details for lunch. We arrived on set at the horse farm and was greeted by Diane and her daughter, Kara. We set up two tents to house the models to protect us from the bright rays of the sun. We had tables for the make up and hair set and we set up wardrobe in one of the barns for the models to dress.

We did a quick meeting with the team to go over expectations of the day and how the flow of the shoot would work. Models were staggered hourly to arrive at different intervals to keep the flow and to prevent models from sitting to long in hair and make up. Genna had scouted out areas with Diane on location as we prepared models. Genna and the assistant would take groups of models that were ready on location as we prepared the next set of models that arrived on location.

Each model wore 2-4 looks a piece complete with accessories and minimal hair changes and make up touch ups. It was a pizza kind of day as you never know what will be available but fortunately there was a pizzeria very close to where we were working.

For Megan’s Hair, I used hair extensions to add density and large hair pad to create this classic shape. Using hairspray to slick back her hair with a center part and hair pins. Heavy shine spray to reflect off her gorgeous hair color.

For model Stephanie I actually used to different custom wigs to give her an alternate look. I prepared a blonde braided wig for texture and a sleek black wig. It totally changed up her look and was convenient to have already prepared with the timing allotted for each model.

For model Braden I slick his hair backed with a Denman brush and a round brush for volume. Set his length on top with a large iron and back combed with hairspray for this classic pompadour. This was his very first shoot and I’m sure it won’t be his last.

For Model Ariana I fishtailed half braids around her entire head except the center of which I backcombed and formed over a pinned hair pad. Afterwards I strategically placed all the braids over the pad and pinned them into place. I loved the some texture from the fishtails that blew in the soft breeze.

Model, Dakota has very lovely and extremely lengthy hair. I would give her a center part with two large fishtails of which I would stretch out to expose a soft wispy texture.

In addition to the models, the horses were the true stars. Along with Diane’s horses their were lovely horse scattered through the location that were friendly and happy to have their photos taken. Gentle giants with beautiful hair. This was an amazing opportunity for everyone involved.

For model, Christie I set her hair on top with a large iron and teased it into this half up do. I left her bangs out an curled the ponytail.

All the assistants on set did a fabulous job, Diane, Kara, Brandy and Love helped transporting, directing models, carrying and dressing models, getting food and hold up camera gear for Genna and managing the horses. Love also modeled having dual roles on set. I added a custom ponytail to her slicked back hair for a classic look.

I had the entire next day off as I needed the rest, unpack my car and prepare for a busy week in the salon. Genna and the make up artists had worked so very hard as did all the models. Everyone had worked so very hard on set. The shoot was so busy but I did get the opportunity to ride on one of the horses.

After the photoshoot Genna and I spent time selecting photos for the collection and she started preparing and editing them for submission. We were so happy to see “Crimson Equine” published in Like A Lion Magazine. Everyone’s hard work paid off and it was nice to see this released during quarantine shut down. I love this gorgeous and colorful collection. The beauty of fashion, hair and make up and the beauty that everyone brings to the table.

A Special thanks to everyone involved. A big thank you to Diane More and Kara Percle for hosting us and the privilege to work with her amazing horses. To Genna Yussman Yussman for your constant creativity.

Credits

Photograpy /Wardrobe/ Creative Direction: Genna Yussman Greene

Photographer’s Assistants: Kara Percle, Love Yascone, Brandie Perry

Hair: Matthew Tyldesley

Make Up: Portia Greene and Jace Race

Location/Horses: Diane Moore

Models: Margarita Karasjaka, Megan Amanda, Stephanie Lynn Johnson, Braden Marble, Ariana Johnson, Dakota Bruton, Christie Perez, Love Yascone

The making of “Crimson Equine”

MOD MOODS

Matthew Tyldesley June 22, 2020

The 1960’s are alive and well in Louisville, Kentucky at Absolute Studio. This retro inspired collection was photographed at Absolute Studio here in town. Team members Genna Yussman Greene and I love dabbling in vintage theme photoshoots incorporating our own flair and some modern artistry to give the photoshoot our own signature flavor. We invited in local body painter and mua, Matt Goodlett.

Never one to stifle anyone’s creative, both Genna and I created a diverse vision board and gave free range to all the artists involved in this collaboration to bring their own artistry to the table. I really enjoy working with different artists as I feel this helps to elevate ones work.

Scheduling is probably the most challenging aspect of photoshoots. We were doing this pre Christmas so the season was already in full boom in our respective careers and the models window of opportunity was short with the impending holiday. We book four models from the region. I enjoy working with models that I have rapport with from past projects but I also love working with new models. We had a great set of young ladies who more than brought the drama for the camera lens.

Of course a lot of prep work is required to execute a stellar photoshoot. Week going into planning as well as a lot of communication to ensure everyone involved understand their roles. Genna spent a lot of time curating the vintage wardrobe collection as well as finding the right accessories and props. I spend a lot of time making two custom wigs for this collection. Hand sewn, cut and styled. I love the transformation of the models using wigs and hairpieces. In addition this would also help with timing as I would have four models I was responsible for doing hair for and having the wigs done in advanced helps big time. Models Alicia and Lucy would wear the custom wigs.

The shoot which took place at the studio was a cold December and we spent the entire day prepping the models, styling them and photographing them in various hairstyles, makeup and wardrobe changes. Matt created two unique make up styles. The first was very true to the 60’s with bright tones and dramatic liner. His second looks were more avante gard driven and included elaborate body painting on each of the girls.

Staying true to the 1960’s Matt painted lashes on all the models. I especially loved the white lipstick he painted on model Lucy’s lips for one of her looks. Cat eyes and winged eyeliner as well as heavily contrasting eyelids were done all on the models.

I kept the styles fairly sleek for each of the models and for Dakota I used custom clip in fringe.. I was channeling Cher for this look and used a straightening iron throughout her entire head of hair for a sleek finish.

For model Kelsey, I had to first set her hair by applying a volumizer and styling her hair to give it body and to smooth our her curls. I then reset her hair with a large curling iron of which I allowed to cool and set. Afterwards the hair was brushed out and lightly teased. I wanted that big 60’s volume. Very go-go girl. I especially love the glasses Genna paired Kelsey with for one of the images. It reminded me a lot of modern Tom Ford adds but with a sixties flavor.

Kelsey second look was quickly wrapped up in a french twist. Cyndi assisted Genna dressing all the models and prepping each set design.

Our collection, “Mod Moods” was published during quarantine in the April 2020 issue of Picton Magazine. I was so grateful to see this collection release. The entire team worked so hard and the models brought so much energy to the project. Thank you to Picton Magazine for the lovely spread.

Credits

Photography/Wardrobe: Genna Yussman Greene @gennayussman

Hair/Video: Matthew Tyldesley @hairbymatt

Make Up: Matt Goodlett @mattgoodlettmakeup

Assistant: Cyndi Snow @x2cgirl

Models:

Alicia Antonia @aliciaantonia

Dakota Bruton @dakotabruton.model

Lucy Duane (Heyman Talent Agency) @lucyduane

Kelsey Straub @straubooty

2019 IBI Awards WINNER Best Braid Hairstyle

ARCADIA BLOOMS

Matthew Tyldesley November 4, 2019

Amazing concepts come from everywhere and at any time. About two summers ago I had thought about doing a hairstyling collection with braids inspired by my backyard pond and floral garden. The concept was in the early stages of development and I had shared the idea with my friend Genna Yussman Greene. I had a general direction for where I wanted to go for hairstyling but had not finalized what I was thinking for wardrobe or make up. I had put together a vision board with paper fashions and bold eye make up. I would have Genna do both the styling and the photography and Isidro Valencia for make up.

2019 IBI Award Finalist Best Undo/Upstyle“Arcadia Blooms” — 2019 IBI Award Finalist Best Undo/Upstyle
“Arcadia Blooms”

I spent two days practicing on my mannequins. Spending alot of time on them meant having sore hands and fingers. Blow drying long hair, practicing sectioning, various braids and braiding techniques. I used hair pads and lots of hairstyling products. I used hot tools, clips and lots of hairspray on these days. I took photos with my camera phone and sent to both Genna and Isidro. Genna sent me camera pics back of the wardrobe she was putting together. I was able to visualize the model’s face when I created the looks which made the day of the photoshoot easier to adapt the style to the models.

Our studio (Absolute Studio) was freezing in December and I staggered the models through out the day. Each model took over two-three hours per styling along with an hour of makeup. The girls turn up the heat for Genna while she took photos but we were all freezing. Fortunately the entire shoot was worth it at a whopping ten hour day plus an additional 6 hour day for the second day.

award winning Image IBI 2019 award winner. image by Genna Yussman Greene / Absolute Studio

I could not have asked for a better set of talented models. I booked Theresa Krosse, Chelsey Malm and Dakota Bruton. I had decided last minute along with Genna to introduce a fourth hairstyle and with that we added an additional shoot day and another model, Lucy Duane. Each look was very technical and showcased intricate braiding and long hairstyling and finishing. The make up Isidro created was bold and clean and really showcased the beauty of each model’s bone structure.

IBI 2019 Finalist / image by Genna Yussman Greene / Absolute Studio

Chelsey’s hairstyle consisted of a braided hair veil that draped the side of her face and formed from on scalp braids. I set her hair with a curling iron with the remainder of her hair. Afterwards the hair was backcombed, brushed and styled into shape.

Theresa’s look is all about texture. I created a lot of on scalp braids and a large fish tail on top of her head. The ends of the braids after securing with micro bands I wrapped them around large hair pins and heat styled them with a hair iron. This technique in the beauty industry is referred to as “Rick Racking”. Afterwards the hair was brushed out and sprayed with hairspray.

A lot of hairdressing went into each look. Hair was set on each model first using Redken’s Gut 10. Hair was braided using Water Wax, Braid Aid and set with the Sam Villa texture iron, straightening iron and marcel iron in some combination on the four models. Hairsprays of choice were Fashion Works 12, Control Addict 28 and Triple Dry 32.

lucy’s hairstyle included on scalp braids that curved the rounds of the head. I created a textured high ponytail I then brought across the top toward the face. I took the ends of the braid and secured them on top the ponytail and pulled the hair between the braids. I created a single braided rose on her left side. I used Water Wax on the braids for control and lots of shine. I liked the contrast of the textured, matte ponytail with the sleekness of her braids.

For Dakota’s hairstyle. I did a lot of ponytail on the back and sides of her head. I backcombed a large section and secured with pins. I did several fishtail braids that I fanned out and wrapped over the backcombed section. The front of her hair did on scalp braids and I formed the ends of the braids into flowers. You can see below how I changed my design from the mannequin prep day below.

Isidro convinced me to enter the 2019 IBI awards (International Beauty Industry Awards) I entered three of the looks. I found out on October 1st one of the images won the award for “Best Braided Styles” and a second image was named a finalist for, “Best Undo Hairstyle”. I could not believe it and was beyond thankful. Our team worked so hard.

The entire collection was submitted for publication and published in a four page spread in Feroce Magazine in the July 2019 issue. The collection had a snippet featured in the June 2019 of Beauty Launchpad magazine.

Models:

Theresa Krosse @theresa_krosse

Lucy Duane (Heyman Talent Agency) @lucyduane

Dakota Bruton @dakotabruton.model

Chelsey Malm (Tribe Management) @chelsey.malm

Photography | Wardrobe: Genna Yussman Greene @gennayussman

Make Up: Isidro Valencia @valenciamakeup

Hair | Creative Direction: Matthew Tyldesley @hairbymatt

official bts making of Arcadia Blooms

The collection nominated for Contessa in the hairstylist category

Diamonds in the Rough

Matthew Tyldesley January 23, 2018

About a year ago, my good friend and designer Genna Yussman as me to create a new wig collection to highlight her 10 piece couture collection. I gladly said yes as I had seen her designs. Our intentions would be to have the collection walk the runway and then have it shot for editorial. She was asked by Louisville Bespoke creator, Yamilca Rodriquez to be the highlight and finale of of her show.

Genna Yussmans original design sketches/concept

For the Runway Genna wanted me to alter grey wigs so she purchased 10 longs wigs and I spent a few weeks cutting various geometric fringes and braids on them so they would all be cohesive yet different. The collection was a huge hit.

models live from Louisville Bespoke's runway fashion show

The editorial however would be completely different as she would modify the wardrobe and we selected 10 models that could execute the high fashion looks. I spent several weeks and a small fortune ordering the materials I need. I would then alter, cut, style and make new wigs from wefts and wig caps that would be all new and original for the photoshoot. The ten piece wig collection took me over ten weeks to finish with my other endeavors and were all colored using Redken's City Beats fashion colors.

gemetric layers one of the wigs in progress

Another exciting part of the shoot, we had a hairstylist that had won a day mentorship through Redken and American Salon Magazine and they flew Mazey Combs from Wichita Kansas to assist on set.

with American Salon winner and hairstylist, Mazey Combs

We were honored to have Make up artist Isidro Valencia who created 10 various make up looks to compliment hair and wardrobe. We had photographer, Derek Hibben photograph this collection for a total of 14 hours at Diamonds Pub in louisville Kentucky.

After the shoot we submitted five of the beauty images to the Canadian Hairdresser's competition "The Contessa" and were fortunate to have them place as a semi-finalist in the "International Hairstylist" category. The Fashion/editorial images a part of The Popular Magazine.