Recklessness and reformation | aesop
Role | Concept, copy, production development


Recklessness and reformation was a campaign promoting Aesop Hair Care: a range that allows one to care for their hair’s natural expression, despite its tendency to be seasonally temperamental.

A visual expression was created using natural hair-like fibres with stylist and artist, Takayuki Shibata. Images were captured by photographer Takahiro Ogawa.

The campaign was launched globally in Aesop stores, alongside arrangements of natural hair-like textures and forms. Content was also developed for aesop.com and Aesop’s various social channels.

Retail, print, digital and social campaign