Tapping into the movement of individuals letting go of inhibitions with hair, ANTI’s new ‘ANTIFY’ global collection innately expresses the freedom of what hair wants to do.

“Our ethos of combing hair and leaving it a certain way is represented in the collection, the look and feel is about empowerment with an attitude. If we comb hair and leave it, what does this encapsulate, that’s the message behind ANTIFY,” said ANTI collective Global Creative Director, Nick Irwin.

ANTIFY is all about accessibility with attitude – hairdressers traditionally talk about hair in an educational way but ANTI is about opening minds with a higher sense of intellect, by adding another layer to an already good foundation of hairdressing.

The collection of six images, requires a sense of freedom by inspiring people to be their true selves and expanding even further on the limitation of androgyny alone. Each portray subtle nuances that are about the feeling and the
attitude of hair over trends and technique. Each of the models used on the shoot sported hair exactly how they want to look and that’s what ANTIFY is all about. “From both a professional and consumer perspective we are tapping into the way people want to feel about their hair,” said Nick