Solidifying the ever-intrinsic link between hair and fashion, KMS have unveiled their recent collaboration with sportswear magnates Reebok; a timely celebration of female strength, courage through adversity and those unafraid of defying convention.

Titled ‘Not Your Princess’, the bold new campaign features a hand-picked selection of trailblazing Aussie women – namely Deena Lynch (aka Jaguar Jonze), Becca Hatch and Tarah Jane Scott – and the hair styling talents of KMS Global Artist, Ali Holmes.

A relaunch of the brand’s iconic Princess franchise, the concept was developed as a tribute to Reebok’s 2001 ‘It’s A Woman’s World’ campaign starring Missy Elliot, Tennis phenomenon Venus Williams and WNBA Star Jennifer Azzi; a progressive and aesthetically stirring series that mocked established gender roles and conventions.

Close to two decades on; conversations surrounding the representation of female voices (and the ongoing move towards gender equality) persevere in their omnipresence. Global efforts highlighting the need for social change while encouraging women the world over to embrace their dreams, voices and identities while defying preexisting gender stereotypes.

“Not Your Princess pays respect to women whom boldly defy convention,” says Arnna Johnstone, Brand Director Reebok Pacific. “This gives Reebok the opportunity to honour a new generation of change makers whom are unapologetic in their unique identities, as they pursue excellence in their chosen industries.”

Commenting on the first of her hero campaign looks (soft, straightened and uber feminine locks for Jaguar Jones) KMS Global Stylist Ali Holmes shares, “I kept nothing too perfect, ensuring there was movement through the lengths.” Her hero product for look one? “The KMS 2 in 1 spray has a super natural finish to it but left the hair with a healthy shine.”

Jaguar’s second look comprised bold braids (a notable departure from look one). “[We created] fine braids on each side of her face, with two larger inside out braids threaded with white hair running from the crown,” says Ali. “The look was finished with kiss curls around the face using KMS Hair Play Styling Gel and sprayed the hair down with water.”

“Becca Hatch has amazing, almost ringlet like curls,” says Ali. “To give a more defined look I scrunched curls with a cocktail of KMS Tame Frizz oil and KMS Curl Up Wave Foam.” For her next look Ali “lengthened the curl with KMS Hair Play Playable Texture, [twisting] her curls away from her face and [adding] a few kiss curls with KMS Hair Play Styling Gel’.

Likewise Tarah Jane Scott’s hair was styled in soft, subtle waves; “a very undone look – nothing uniform or perfect.” Adds Ali, “KMS Hair Play Sea Salt Spray was used to give Tarah’s hair a ‘lived in’ more care free look.” Tara’s hair was next sectioned into three ponytails that fed into each other at the nape. Hair was next twisted into a sleek top knot with a twisted plait and finished with KMS Hair Stay Working Hair Spray.

“I felt like these looks embody KMS’s style philosophy, being inspired by people and places around us, capturing individual style and quirks,” comments Ali. “Each model had a unique look that complimented the Reebok street wear; reflecting the models as strong, powerful women.”

Check out the stunning visuals below.

For more information, visit: kmshair.com.au