Susy Oludele
An editorial built around hair as sculpture. Susy Oludele braids out of a Brooklyn studio for Beyonce, Solange, and Zoe Kravitz, and her work sits closer to art direction than to hairdressing. Hypebeast wanted a fashion story that treated the braid as the subject rather than the finish, and that decision set the standard for every frame.
Deliverables
Editorial direction
Photography
Lighting design
Retouching
Publication assets
Date
2017
Client
Hair by Susy
Industry
Beauty and editorial
A fashion editorial for Hypebeast, shot so the braid reads as the primary form rather than as styling behind the clothes.
Editorial beauty
Light as texture
The story ran with the hair carried as the subject rather than as a styling credit, which is uncommon in fashion editorial and was the whole reason for the commission. The selects held their detail at web scale, and one delivery served the publication, the stylist's own portfolio, and social at the same time.
Hair by Susy
Project outcome, 2017