ISSUE ONE - COMING SOON
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CHAPTER FiveFASHION EDITORIAL 
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‘SANNE’

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CHAPTER FOUR FASHION EDITORIAL 
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‘FRANZI’

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CHAPTER THREEFASHION EDITORIAL 
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‘LULIIA’

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CHAPTER TWO ARTIST FEATURE
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‘NATURAL IS’

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IN an interview with Matthew Ashton, a prominent figure in the world of hair styling and our feature artist in our next chapter titled ‘Natural Is’. We delve into his unique perspective on the concept of "natural" within his profession. Join us as we uncover Matthew's insights and discover how he redefines the essence of natural beauty in his practice.


Feat. HAIR STYLIST - MATTHEW ASHTON
Photographer: Jesse-Leigh Elford
Hair: Matthew Ashton
Makeup: VINXNT PHVN & SARA BELOBRAJDICK
MODELS: Ngikula, jayla, chanee & alice 
MODEL AGENCY: CHADWICK MODLES





AP
How do hair stylists in the fashion industry navigate the balance between creating natural-looking hairstyles and incorporating artistic and trend-driven elements into their designs?

MA
In the fashion industry, achieving a balance between natural-looking hairstyles and incorporating artistic and trend-driven elements into designs requires a holistic approach. For me as an artist i consider all components of styling, makeup, lighting, and set design, to understand the overall look and feel that’s being created. Whether it's a look that appears effortless and natural or one that's avant-garde, all elements need to work together to tell a cohesive fashion story.

However, when it comes to advertising or editorial work, relate-ability is crucial. This is where natural-looking hairstyles come into play. I guess the aim is to create a style that the audience can connect with, making the fashion or beauty products more appealing and accessible. It's about striking a balance between pushing creative boundaries but ensuring that the end result resonates with the audience, making the overall narrative more compelling.



AP
In what ways do hair stylists integrate sustainable and Eco-friendly practices into their work, particularly when it comes to using natural products and minimizing the environmental impact of hair treatments and styling techniques?

MA
Hair stylists that integrate sustainable and Eco-friendly practices into their work by taking various measures to minimize the environmental impact of hair products is the way forward for our industry. Using products like Artēgo allows me to use organic products made from ethically sourced, organic and sustainable ingredients while still delivering my desired results.

By choosing Artēgo or similar Eco-friendly brands, stylists can work in a more sustainable way without affecting the quality or outcome of their work. Ultimately, it's a win-win situation, benefiting both the environment and the clients who receive top-notch services with these products.



AP
How does the concept of “natural beauty” influence the role of hair stylists in the fashion world, and how might their expertise be harnessed to promote diverse representations of natural hair textures and styles on runways and in editorial campaigns?

MA
The concept of 'natural beauty' varies from person to person. In Australia, the beauty standards tend to favor beach waves and blonde hair as the ideal natural look. However, this preference is different in places like London.
For me, natural beauty involves gaining knowledge about and appreciating diverse hair textures, learning to style them with the right tools and products, understanding various cultural influences, and adapting hairstyles to suit different individuals. Embracing a broad perspective of natural beauty allows for a richer and more inclusive representation of beauty.

Being able to be open with natural beauty and what that might be for an individual, it challenges the industry to be more diverse and open to different forms of natural beauty.

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CHAPTER ONEINTRODUCTION
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‘INTRO-DUCTION’

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