Alluring Seduction

Matthew Tyldesley November 19, 2019

2019 IBI FInalist “Best Short Cut/Style”

I noticed my husband was watching episodes of “Star Trek: The Net Generation” on Netflix. I sat through a couple episodes and was instantly reminded of my youth growing up watching this gem in the early 90’s. What also inspired my were the short hairstyles on the woman aboard the enterprise and the Klingon woman who had edgy fringed haircuts fashioned in the 1990’s.

So naturally inspiration for a photoshoot developed and I started conjuring ideas for a collection. Inspired by the show and hair master, Vidal Sassoon I started working on several custom wigs. I could work on them in my spare time (Before work and after) and I could book any model since cutting their own hair would not be an issue with them or their agencies.

image by Genna Yussman Greene / Absolute Studio

I used Redken hair color in varying shades and levels of Reds, Coppers and Violet-reds in both permanent and demi permanent colors. A lot of time was spent cutting the wigs. I created various geometric shapes and textured the wigs for the models. Removing weight and refining angles with shears, texture shears and trimmers.

The collection was photographed at Absolute Studio by Genna Yussman Greene. Genna also styled the collection in all black in varying textures and silhouettes She brought together several dress and blazers in leather, satin and matte textiles.. Isidro Valencia was responsible for the gorgeous make up. make up consisted of a smoky eye, soft lip hues and soft blush. He also did a little bit of contouring on each model and created dark, defined brows on each model for a high fashion finish.

The photoshoot lasted several hours on a hot summer day. Models were photographed separately and together with hair and make up prep taking upwards of two hours per model. I booked local talent, Katya Estes, Alexandra Hepfinger, Theresa Krosse and Alexis Fabish. I was able to cornrow on scalp all the model’s hair then I used Redken Hardware Gel 16 and spread thinly with a color brush around the models hairline to gather all tiny hair for control. Stocking caps were placed on top of the braids and the wigs were fitted on each model.

With refitting and the wigs having previously cut helped with timing. Now time was spent recutting fringes and refining angles. Cleaning up random hair and lightly irony each section for a clean, beveled finish. I really took my time to make sure each look supported and enhanced each of the model’s features. I am so grateful to this team for bringing the collection to life. Everyone was so passion about this entire project.

After the photoshoot was completed, Genna and I sorted through the images for our favorite image of each look on each model. We put the images together for submission and initially thought about competition then print of this one. After initial rejection I decided to submit the collection to Elegant Magazine. After less than a week after submitting I had heard back from the editor that they want to run with the collection in was published in a seven page spread in summer, June 2019 issue of Elegant Magazine.

With some encourage from Isidro, he urged me to enter some of my previous published work into the IBI 2019 awards. (International Beauty Industry Awards). So I decided right before the competition deadline to enter one of the images in the collection into the category for “Best Short Cut/Style”. Imagine to my surprise the image had made second place finalist for Best Short Cut/Style 2019. That was pretty awesome.

image by Genna Yussman Greene / Absolute Studio Finalist 2019 IBI awards “Best Short Cut/Style”

It amazing to see the legacy of a collection one puts so much heart and soul into. This collection started from simply watching a vintage, childhood program on Netflix that blossomed and morphed into it’s own with the love and support of the models and Isidro and Genna of Absolute Studio.

Credits

Models

Theresa Krosse | @theresa_krosse

Alexis Fabish | @alexisfabish

Katya Estes | @ekaterina_etes_katya

Alexandra Hepfinger | @alexandrahepfinger

Photography / Wardrobe | Genna Yussman Greene @gennayussman

Make Up | Isidro Valencia @valencia0612

Hair / Creative Director | Matthew Tyldesley @hairbymatt

Assistant | Love Yascone | @love_yascone

BTS making of “Alluring Seduction”

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

Midnight Noir

Matthew Tyldesley October 15, 2019

Since my days at beauty school, I have always enjoyed designing and coloring men’s hair. When it came to photoshoots I understood the vital role for not only woman but men to have exciting, beautiful hair that is relevant to the theme or concept. I always loved photoshoots that took the boundries of hair outside of just styling and actually cutting and coloring the model’s real hair.

Image by Genna Yussman Greene was named a finalist by the IBI 2019 Awards

I had an amazing vision for a men’s collection featuring an all white backdrop, white curtains and white mannequins. Some of the mannequins would be replaced with real male models but dressed in all black for extreme contrast. I shared my vision with photographer, Genna Yussman Greene of Absolute Studio and she loved the idea. She sent me online links to purchase the white curtains and white mannequin that was used for the collection.

For wardrobe I booked, Gunnar Deatherage and Isidro Valencia for Make up. I booked three local models that were open to idea of hair changes and liked my concept, David Farsetti, Jordan Estep and Connor Hessler.

This collection required two days; the first was was model prep. I scheduled all three models at different intervals. I focused more attention to the hair cutting using clippers, trimmers, shears and razors. To keep color simple, I chose to color each models hair dark. I used Redken’s Shades EQ glosses in different ratios of 01ab, 03n and 03v.

Jordan’s cut was the shortest. I clipper his hair, including his hairline. I also did lots of etching on his side using trimmers. I really liked the drama of his transformation. I went really dark with his color like David’s hair. To combat the course texture of Jordan’s hair. I used Hardware Gel 16 mixed with Argan 6 oil, high heat from the hairdryer and a Denman brush. Afterwards I used a small iron and Iron Shape 11 to further smooth his hair. Lastly I used Water Wax 03 to lightly mold his hair and to enhance overall shine.

For David, I wanted a heavy fringe with a heavy weight line to build shape. I liked the drama with the fringe I cut on him. Going darker really brought out his eye color and soften the yellow undertones in his skin. I used Redken’s Thickening Lotion 06 with a Denman brush and hair dryer to enhance shine and built some volume.

For Connor’s hair I chose a darkest brown for his hair color using the Shades EQ. I went really dramatic with gemometic lines on his sides with minimal texturizing on his crown. I used Redken’s Full Frame 07 with Denman brush and hairdryer. I used a little Rough Paste 12 to bring out some texture in his hair after blow drying.

Prep day lasted about seven hours. The following day was one of the coldest in December prior to shooting before Christmas. It was also the last photoshoot with Gunnar Deatherage before he relocated to Los Angeles as well as one of our first collections from Absolute Studio. We spent about 8 hours the entire day. Models took about two hours each to complete hairstyling, make up and wardrobe.

We completed two look on each mode that consisted of slightly different hairstyling and different wardrobe. Isidro created a sultry look with a smoky eye, contoured cheeks and faux facial piercings from Gunnar.

tools of the trade **I love Sam Villa Shears

Genna Photographed and edited this collection that was published in the Spring 2019 issue of Obscurae Magazine. In addition, one of the images was named a 2019 finalist by the International Beauty Industry Awards (IBI Awards).