We are living in a world of a “freedom façade” in the workplace where we are told we can be anything and do anything, but when it comes to the professional world, there is still some work to do.  The definition of “professional hair” is still antiquated and in opposition to the values of Millennials.

People want to feel liberated to express their individuality and not be beholdent to workplace rules. Our goal was to champion and mobilize people to break through barriers to shape the future of tomorrow’s professional dress code (starting with hairstyle).

We created a campaign “Be Sebversive”, that focused on the role of personal identity in the workplace to slay the standards of outdated workplace appearance conventions and shape the future of professional style.

We identified a collective of influencers and created multiple activations to raise awareness and educate the workplace about the importance of individuality and self-expression at work through hair.