JOICO’S DAMIEN CARNEY COIFS THE CAMPAIGN FOR ACCESSORY DESIGNER LOREE RODKIN AND ELLE

The ad appearing in the September issue of ELLE Magazine for nonconformist accessory designer Loree Rodkin features the designer’s new eyewear; her signature, modern-meets-medieval jewelry…and hair by Joico International Creative Director Damien Carney. Tapped by international fashion and celebrity photographer Deborah Anderson, Carney was asked to coif the striking male model for the campaign that marked the launch of Rodkin’s new collection of edgy sunglasses.

Having worked with Anderson many times before, Carney reveals that the photographer allowed him complete creative freedom. “I understand Deborah’s vibe and her style,” he explains, “and I understand this client. So I knew how to bring each of their visions to life without a lot of direction.”

The black and white campaign features a chiseled and defined model sporting a thick Rodkin cuff, ring and pendant, plus a pair of polarized aviator sunglasses from the new collection. In keeping with the strong, high contrast look of the photography, Carney opted to create highly textured and defined hair. “I don’t like to mess around,” he laughs. “I like hair to make a statement—either flat and sleek or big and extreme. For this shoot, I decided to create hair with a lot of movement and texture—I felt it really fit the wardrobe and the personality of the model.”

Rodkin made history when she created the Michelle Obama’s inaugural jewelry, which will be exhibited in the permanent collection of the Smithsonian. She has also crafted custom pieces for some of Hollywood’s leading style icons, including Elton John, Cher and Madonna.

“Loree and Deborah are visionaries,” comments Carney. “So I was delighted to be asked to work on this campaign.”