dye hards.

Project type Collection shoot & Marketing campaign

Roles Art direction, photography

Client Kinki Kappers

Date May 2022

Location Amsterdam

Art Direction by Leroy Leijtens, Casper Wigbels

Hair by Kinki Kappers

MUA Giana Alfons

Styling by Untitled Rubber

A person with bright red, curly hair covering their eyes, wearing a black leather jacket, a black shirt, a necklace with a silver nameplate, and a septum piercing, against a dark background with blue lighting.

the concept.

Dye Hards is a collection about visibility, resistance, and self-definition. In a world that moves fast and judges quickly, expressing your true self can feel like an act of defiance. The work honours those who embrace individuality even when it puts them at odds with expectation.

Each of the five looks was developed in close dialogue with the model’s personality, strength, and presence. Rather than chasing a single aesthetic, the collection treats difference as power. It plays with the idea of the “villain”, a label often assigned to those who refuse to conform, and reclaims it as something unapologetic, confident, and necessary.

Not everyone is meant to fit in, and that’s exactly the point.

Fashion photoshoot with a model, hairstylist, and photographer in a studio with an orange backdrop

visual language.

The visual language of Dye Hards was built around contrast, colour, and control. Coloured gels were placed on flash units aimed at the background, allowing for precise manipulation of colour combinations and layered effects directly in-camera.

By separating subject and background lighting, the images achieve a striking, graphic quality. Bold silhouettes, saturated colour fields, and images full of personality.

The approach reinforces the core idea of the collection: standing apart, owning difference, and using visual intensity as a form of expression rather than decoration.

Profile of a woman with black and orange hair, wearing black latex gloves, a black choker, and dark makeup, standing against a yellow-green background.
A woman with straight black hair and orange bangs, wearing black latex gloves and a matching black latex top, poses against a gradient green background.
A woman with black and orange hair, dramatic makeup with winged eyeliner, wearing a black shiny sleeveless top and long black gloves, posing against a yellow-green gradient background.
Person with curly red hair wearing a shiny black leather coat, standing against a gradient blue and green background.
A person with vibrant curly red hair covering part of their face, wearing a black leather jacket, a black shirt, a silver necklace, and a septum ring, with a blue background.
Person with curly bright red hair wearing a black sleeveless top, black pants, and tattoos, standing against a blue and teal gradient background.
A woman with short, edgy black and gray hair, intense makeup, and piercings wearing a shiny black leather outfit, standing against a gradient orange background.
A woman in black latex clothing poses with arms outstretched against a gradient orange and yellow background.
A woman with silver and black hair, wearing black shiny latex clothing, standing against an orange gradient background.
A person with colorful pink and blue hair styled upwards, wearing black clothing, with multiple facial piercings, large black earrings, and tattoos on their chest, looking downward against a gradient background.
A person with pink hair and wearing black clothing, standing against a background with a gradient from green to pink.
A person with pink, purple, and blue styled hair, wearing makeup, black earrings, and tattoos on arms and chest, posing against a two-tone gradient background.
A young woman with short, curly hair dyed with shades of pink and blue, wearing a black top, against a pink and purple gradient background.
A woman with pink and purple styled hair wearing a black leather dress with a high slit, standing against a colorful gradient background.
Side profile of a woman with colorful hair and makeup, wearing a black shiny top against a gradient pink and purple background.