Texture Speak: A New Gold Sequence Marketing campaign Sees eight Black Canadian Ladies Share Their Pure Hair Tales

Photos courtesy of Gold Sequence. Design by Danielle Campbell.

That is Texture Speak, a weekly column that deep dives into the dynamic world of curly hair, from crowns of curls which are free flowing to strands which are tucked away in a protecting fashion.

Hair. It’s a strong image of identification and self-image for a lot of, and the way an individual chooses to fashion theirs can say lots about them. For Black ladies particularly, this relationship is an extremely advanced one — a topic that’s intertwined with politics, tradition and social pressures.

In a world lengthy dominated by Western magnificence requirements the place straighter hair textures have loved the next status and have been seen as extra accepted, the incessant need to camouflage pure afro kinks and coils to emulate Eurocentric kinds has impacted Black ladies’s hair choices for many years. Fortunately, with totally different waves of the pure hair motion rising over time, an increasing number of ladies of color are relinquishing these slender magnificence beliefs and embracing the sheer magnificence and infinite versatility of their pure tresses on their very own phrases — whether or not that be through free-flowing afros, a protecting fashion like field braids or choosing a blow-out or a wig as a result of they merely can.

DIY expert Monique Taylor-Yee Shui and her daughtersBehind the scenes shot of DIY professional Monique Taylor-Yee Shui and her daughters. Courtesy of Gold Sequence.

Gold Sequence, a drugstore haircare line by business large Procter & Gamble designed for afro-textured hair that was co-created with Black scientists, stylists and dermatologists, is celebrating this curl emergence with a brand new Canadian marketing campaign that showcases private hair journeys and transformations of native ladies.

Referred to as #MyHairMyStory and formally launching on January 25th on Gold Sequence’ new Canadian web site, the haircare line tapped eight Toronto and Montreal-based Black ladies for a collection of movies that deep dive into every of their distinctive relationships and experiences with their pure texture, in addition to what they need the general public to find out about Black hair. Topics embrace the likes of fashion bloggers and sisters Leslie and Gail Thompson, celeb hairstylist and salon proprietor Janet Jackson and writer and professor Dr. Cheryl Thompson., and the hairstyles seen all through are superb.

A portrait of Dr. Cheryl Thompson from the Gold Sequence #MyHairMyStory video marketing campaign.

For this marketing campaign, Gold Sequence teamed up with Black Ladies in Movement, a Toronto-based, youth-led group that strives to empower and help the development of Black lady and survivors of sexual violence. As a part of the partnership, A complete of $100,000 was donated to the group to assist fund key packages and actions, like BWIM’s Love Providing Neighborhood Emergency Aid Fund, which works to supply pressing reduction to Black ladies and non-binary and gender-non-conforming folks experiencing meals and earnings insecurity because of the pandemic.

“Total, there’s numerous alignment with the important thing messaging of the marketing campaign and our goal as a corporation,” Monica Samuel, Black Ladies in Movement founder and one of many faces within the marketing campaign, informed FASHION. “BWIM is all about offering alternatives and house for Black ladies to have fun and embrace their genuine selves and Gold Sequence is offering a platform for these ladies to inform their tales and be seen.” She provides, “The marketing campaign actually strives to normalize pure Black hair and Afrocentric hairstyles, which have traditionally been underrepresented and extremely politicized. We get to re-set the wonder commonplace to 1 that features us.”

As for the marketing campaign’s impression, “my hope is that Black ladies really feel empowered, fierce, seen and, most significantly, themselves,” says Samuel. “If these movies encourage somebody to precise their genuine self and have fun their hair — no matter that will appear like — then we’ve completed what we got down to do.”

Click on the video under for a sneak peek of the native kinky-curly hair tales touchdown on goldseries.ca subsequent week.

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