PURE FORM
A celebration of real texture, real clients, and real-life beauty
“Inspired by the everyday client, Pure Form is a modern tribute to beauty as it truly exists; soft, wearable, and rooted in real life. The Pure Form Collection showcases hair that moves, breathes, and lives beyond the salon chair. Each image reflects Avlon’s commitment to honouring natural texture, curl definition, elongation, and fluid movement, while maintaining the health and integrity of the hair. This collection places real clients at the centre, highlighting beauty that is effortless, confident, and unapologetically authentic. At its core, Pure Form is more than a visual story. It is a statement of purpose: celebrating curls, coils and locks through science, culture, creativity, and authenticity - just as it exists, every day”
Jacqui McIntosh, European Education Director at Avlon Europe
CREATIVE DIRECTION: JACQUI MCINTOSH
CREATIVE DIRECTION & PRODUCTION: LOUIS DRIVER
HAIR BY AVLON EDUCATION USING AFFRIMCARE, KERACARE & UBERLISS: JACQUI MCINTOSH, LOUIS DRIVER, LATHANIEL CHAMBERS, PASHCAN’EL MITCHELL, NATAŠA STANTIĆ BRAJOVI, RACHEL FELTHAM, DELROY DAVY
MAKE-UP: LARA NASAMU
STYLING: CLARE FRITH
PHOTOGRAPHY: CHRIS BULEZUIK