Perception

An exciting, photographic collection by our friends at Great Lengths – we proudly share ‘Perception’. This collection features four dramatically different looks that celebrate the diversity of Great Lengths and aim to challenge the typical stereotype of extensions imagery. The goal? To showcase the remarkable versatility of Great Lengths extensions.

Shot by the renowned hair photographer Richard Miles, with creative direction from the award-winning hairdressers Rick and Zoe Roberts; ‘Perception’ beautifully demonstrates the transformative potential of Great Lengths extensions. Not only can they adapt hair length, but they can also add texture, volume, manageability, and colour to all hair types. From flawless silver-toned waves to perfectly-coiled Afro curls, these looks highlight the power of extensions to enhance individual beauty while appearing natural and completely undetectable.

Great Lengths Masters 2023: Jo Fox, Linda Thornton, Katie Hemming, and Jade Hobster are the experts behind the finished look. These stylists were carefully selected after a rigorous judging process that attracted entrants from all over the UK and Ireland. With creative input from Rick and Zoe, the stylists used their extensive Great Lengths expertise to create wearable, trend-led styles that invite consumers to reconsider their opinion of hair extensions – we love it!

‘Extensions can do so much more than ‘extending’ natural length’ says Joscelin McCourt, CEO of HB Collective, the home of Great Lengths. ‘And at Great Lengths, quality and ethicality is at the heart of our business. This campaign is about showcasing the beauty of Great Lengths and their ability to empower the individual, enhancing or transforming a style without the risk of damage. In these images, Richard has perfectly captured the confidence that comes from wearing our extensions, while Rick and Zoe’s direction feels fresh and vibrant.’

Rick Roberts, Creative Director says: ‘Great Lengths is a forward-thinking, inclusive company and we wanted to capture that positivity in a collection of images that showcases the true capabilities of hair extensions. As well as creating looks based on length, we’ve also worked with texture, blending, layers and colour to challenge people’s perceptions of hair extensions.’ Zoe Roberts, Creative Director continues: ‘I’m so impressed with the looks the GL Masters have created – they really thought about the brief and came up with beautiful finishes that embody the spirit of the Great Lengths client.’

It’s worth noting that Great Lengths is the first extensions company to achieve B Corp status, which reflects the company’s dedication to using business as a force for good and aligning with demanding social and environmental standards. The brand’s partnership with the Little Princess Trust is also an industry first, allowing clients to donate their worn hair extensions to the charity, which uses the hair to make wigs for children and young people experiencing hair loss from cancer or other illnesses.

Kudos Great Lengths, keep up the fantastic work!

Credits

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