PRORITUALS 2022 Lookbook

When conceptualizing the Prorituals campaign, we wanted to center on the foundation of gorgeous hair. We created looks highlighting volume, curves, texture, depth, and dimension. Keeping the cut and color of the styles classic and beautifying allows us to showcase hair integrity post-color application and create healthy, beautifying looks. Our two female models have polarizing coloring and hair texture, giving William a stage to showcase his work. For Taylor, our stunning blonde, we added texture, length, and dimensional color with a glaze; her look was reminiscent of the effortlessly glamourous 90s supermodel with tonal dimension and healthy bounce. Carolina, our striking brunette, has thick long hair; we added multifaceted depth and kept her cut and style modern, smooth, and voluminous, using large curls to finish the hair.

Our male model Daniel has the perfect mid-length style; William cleaned up his cut, leaving the natural wave and texture to guide his styling. The common theme of our shoot was to cut and effortlessly style the model's hair, allowing their natural tone and texture to guide and inspire us; we used hard continuous light and wind to show movement and dimension in the hair and kept the makeup striking with deep shaded eyes and luminous glowing skin. This campaign set the stage for the incredible performance of Prorituals products, staying true to our ethos of 'hair the way nature intended.' 

Photographer: Mitch Stone @mitchstonephoto
Prorituals Artist Director/Key Hair Stylist: William Whatley @prorituals, @williamwhatleyhair
Prorituals Lead Educator/Assistant Hair Stylist: Daniel Rivera @burningupvogue
Makeup Artist: Sameerah Hoddison @sameetatu
Makeup: Bodyography Professional Cosmetics @bodyography
Brand Representative/Creative Director: Lori Leib
Models: Dan Rutkowski @danirutko, Carolina Urrea @carolinaaurrea, Taylor Cowhey @taylormariecowhey