Dandy Hair Collection Vol. 1 — It’s Served Bold
by Kira H. — Art Director, Video Director & Project Creator
Helsinki, 2025 — It’s Served Bold launches the first edition of the Dandy Hair Collection as a visual manifesto about identity, presence, and unapologetic self-expression.
This project was born from a desire to transform hair into a symbol — not of vanity, but of story, gesture, and personal truth.
As the Art and Video Director, I created this collection to challenge the traditional lens through which beauty is viewed, and to propose something more honest, more raw, more human.
Concept
The collection begins with a question: What happens when we free hair from the obligation to please?
The answer emerges in a symbolic ritual where eight characters gather around a banquet table — not as guests, but as protagonists of their own narratives.
The table, traditionally a place of etiquette, order, and hierarchy, becomes a stage for autonomy and subversion.
Nothing here asks for permission. Everything declares itself.
The Table
The table operates as a double symbol:
• unity, for bringing different identities into one frame;
• rebellion, for allowing each person to break the rules that once defined that space.
It embodies what this project expresses: the meeting point between refinement and wildness, structure and freedom.
The Hair
Hair is the narrative core of the collection.
It becomes gesture, posture, presence — representing:
• resistance, in its natural or sculpted form;
• freedom, in its movement;
• identity, in its ability to communicate without words.
The team at Dandy Hair Studio shaped and prepared the hairstyles for all eight models. Each look was designed not as a trend, but as a visual language — an extension of character and emotion.
Stylist: Juulia Shu
Stylist Juulia Shu shaped the visual universe of the project with a blend of precision and boldness.
Her costume direction supports and amplifies each character’s energy, using Western-inspired aesthetics as symbolic reference — the archetype of the “untamed” — reinterpreted with irony, fluidity, and contemporary rebellion.
Textures, silhouettes, and garments were chosen not merely to dress the models, but to reinforce their attitudes. Juulia’s styling was essential in transforming each person into an iconic figure within the banquet scene.
Elegant Chaos
The displaced fruits, tilted glasses, exaggerated gestures, and subtle disorder form what we call controlled elegance.
A visual space where intention and spontaneity coexist.
Where beauty is imperfect, expressive, alive.
Photography: Hongfei & Kristiina Kurronen
The photographic dimension of the project was shaped by the distinct yet complementary visions of Hongfei and Kristiina Kurronen.
Hongfei captured raw intensity — the presence of each character, the details of the hair, the tension between stillness and movement.
Kristiina embraced theatricality — the intimate atmosphere, the symbolic gestures, the expressive interactions around the table.
Together, they built a visual archive that does not simply document hairstyles — it documents energy, attitude, and identity.
Reimagining the Western Aesthetic
The Western influence appears not as literal imitation, but as symbolic reinterpretation.
The cowboy archetype — traditionally tied to control, masculinity, and rigidity — is reimagined here as a fashion figure: fluid, humorous, rebellious, and unapologetically plural.
It’s not about the past.
It’s about reclaiming and reinventing visual codes for a contemporary identity.
Why This Project
Because beauty is still expected to behave.
Because hair is still expected to conform.
Because identity deserves space — and voice.
It’s Served Bold is the first chapter in a long-term manifesto celebrating bodies that take space, aesthetics that reject quietness, and hair that speaks before anything else.
This is not about trends.
This is about truth.
Bio – Kira
I am a hairdresser with 14 years of experience, and someone who has always seen hair as a language — a way to express identity, emotion, and presence. After spending a year in management at Dandy Hair Studio, I felt a clear pull back toward the creative side of my craft. Stepping into the role of Art Director wasn’t just a career shift; it was a return to myself, to the space where I feel most true and most capable of shaping meaning through visuals.
I’m originally from Brazil, where my connection to artistic, photographic, and fashion-driven projects first began. Those early collaborations shaped my aesthetic instincts — a blend of technique, symbolism, and the desire to create images that stay with people.
Since moving to Helsinki in 2018, I’ve been navigating what it means to build a sense of belonging in a new country. That search — sometimes quiet, sometimes difficult, always transformative — deeply influenced my artistic voice. Every project became a way to claim space, to root myself, to speak without needing to explain.
Today, my work is guided by a belief that hair is more than material. It’s a sculptural medium, a symbolic extension of identity, and a tool for storytelling.
Dandy Hair Collection Vol. 1 – It’s Served Bold is my first major project leading Dandy’s creative direction. It reflects the boldness and intention I’ve been carrying with me for years — and marks the beginning of a new chapter where I allow my vision to take up space, unapologetically.
