It all started with a basic fact : Hair has played a major role in the expression of musical artists and the evolution of pop music since its inception. For some reason, this story had really never been told, so Garnier Fructis and VICE figured they should be the ones to tell it.
Garnier Fructis joined forces with Noisey, VICE magazine’s dedicated music channel, to
create Style Stage, a platform celebrating the intersection of Hair, Style, and Music. Together, they bring music fans into closer proximity with their idols through intimate and tactile style stories.
“Music has always been a key strategic platform for Garnier Fructis. Like hair, it’s an incredible vehicle for self-expression” said Debora Koyama, Assistant VP of Marketing, Garnier Fructis.
“Think about it: Little Richard’s pompadour, Michael Jackson’s jheri curl, or whatever is happening on top of Diamond Rings. There are songs about hair, like Rush’s “I Think I’m Going Bald” or Zeppelin’s “The Girl I Love She Got Long Wavy Black Hair.” Once we started to see it, we couldn’t unsee it, and we started to realize that bands’ and fans’ hairstyles have pushed music and culture forward in a major way. We’re extremely excited to tell that story, and to shine light on the past and present of music, hair, and style.” resumed Noisey.
The Style Stage channel will be launched on March 20 with a “groundbreaking” documentary (trailer above) which received a special preview at SXSW. The event enabled fans to savour the best
sounds while receiving a complimentary hair style touch-up at the Garnier Fructis Lounge.
As part of the activation, the brand will go on a college tour this Spring to find a guy and a girl to host one of the new shows. The platform explained “we want it to be you, because you probably have better style than all of our editors combined.“
Click here to watch full length documentary