Project type Collection, tutorial video series & educational program

Roles Concept, set design, art direction, photography

Client Kinki Kappers, Redken Benelux

Date May 2022

Location Amsterdam

Video shot by Maurice Swinkels

Directed by Maurice Swinkels, Casper Wigbels

Hair by Kinki Kappers

MUA Maartje Grimbergen

Styling by Mirjam Manusama

A woman with short, wavy blonde hair looking over her shoulder through colorful, blurred, and rainbow-colored light effects.

the concept.

ARTFORM was developed as a creative collection that positions hairdressing as an art form rather than a service. The project draws inspiration from artists across disciplines (from street artists and musicians to designers and hairdressers) all connected by the same underlying drive to create.

At the heart of the collection is versatility. Each model appears in three distinct looks, demonstrating how a single source of inspiration can translate into multiple expressions through cut, colour, and styling. The work balances strong visual identity with technical clarity, allowing creativity and craft to exist side by side.

Four women with dyed hair and tattoos, one being interviewed with a mirror and flashlight, are in a room with colorful reflective panels and a dark background. The scene shows a mix of flat and reflected images.

the collection.

The collection was designed as both inspiration and education. It includes a lookbook featuring 18 different looks, six step-by-step video tutorials for Redken Benelux, and a live course presented in Brussels and Amsterdam. Together, these formats create a cohesive learning experience that moves fluidly between concept, technique, and application.

Rather than teaching fixed looks, ARTFORM focuses on translation: how to take inspiration from art, culture, and everyday surroundings, and turn it into adaptable, wearable looks. The result is a collection that encourages creative confidence, inviting hairdressers to think like artists, and to use their craft as a personal form of expression.

A person standing on a ladder working on hanging colorful acrylic sheets in a studio or exhibition space.

the shoot.

The set was conceived as an installation rather than a backdrop. Coloured plexiglass panels were suspended in a semi-circle, treated as artworks that shaped the space through light, reflection, and colour.

By lighting through the plexiglass, the set became moody yet expressive, allowing colour and atmosphere to interact with the hair rather than compete with it. Video was captured using live effects such as smoke and projection lighting, while the photography used glass refraction to subtly distort and layer the image.

The result is a visual environment that reinforces ARTFORM’s core idea: hairdressing as an art form shaped by light, material, and intention.

watch the full video.

We are more than hairdressers, we are ARTISTS.

A woman with long, voluminous, red hair standing outdoors at night, illuminated by colorful lights in the background.
A person with a high-top, pinkish pastel colored hairstyle and dark skin, wearing a light-colored jacket over dark clothing, standing against a dark background with vibrant, colorful, geometric lights.
A woman with bleached blonde hair and dark makeup posing in a dark setting with colored lights, wearing a black crop top with a cutout and a black jacket.
A woman with red and brown hair, wearing a black strappy top and high-waisted pants, standing in front of a colorful, blurred background with neon lights.
Profile of a young person with a fade haircut and a light-colored jacket, standing outdoors at night with colorful blurred lights in the background.
A woman with platinum blonde hair styled in an elaborate updo, wearing a black top with a plunging neckline and earrings, in a dark setting with multi-colored neon lights and light streaks.
A woman with short blonde hair and hoop earrings looking over her shoulder through colorful, blurred lights.
A young person with styled hair and makeup, wearing earrings, looking over their shoulder with a serious expression, with a colorful, blurred background.
A woman with short, pink hair and dark makeup stands in front of colorful, abstract lighting. She is wearing a black top and has a contemplative expression.
A woman with dark hair, pink eye makeup, and layered clothing poses against a colorful, gradient background that includes green, red, and yellow hues.
A woman with blonde hair holding a microphone and a notebook is interviewing a person with a bob haircut and a white jacket in a vibrant, colorful setting.
A woman is blow-drying a person's hair in a salon or studio with colorful, geometric light art on the background wall.
A male hairstylist with tattoos, earrings, and short hair is cutting or styling a female client's hair with short natural curls. The scene is set in a modern salon with colorful panels on the wall and dim lighting.
A hairstylist with teal hair blow-drying a client's hair in a salon with colorful lighting.
A young woman with bright pink eye makeup gets her makeup touched up by a makeup artist, with another person observing.