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Belleami's newly launched platform aims to redefine hair extensions as an authentic expression of beauty - pushing against the industry’s narrow portrayal of extensions and anchoring them as a tool to extend natural beauty in ways that feel personal, empowering and true to self.
“As the world’s number one hair extension brand, we believe it’s Bellami’s responsibility to lead the industry into a new era," said Mary Burns, President of Bellami. "For too long, extensions have carried unnecessary stigmas around being artificial or inaccessible, when in reality they are one of the most powerful tools for self-expression and confidence. The opportunity ahead isn’t just to grow the category but to redefine it as we give stylists more options for their clients and everyday people to see themselves in Bellami hair extensions.”
The platform includes a refreshed visual direction that looks to elevate and normalise how hair extensions can look and feel, for both professional styling and personal everyday wear. To amplify its new vision, Bellami has announced a partnership with Highlight Artists, the full-service talent management agency co-founded by lead celebrity hairstylists Jen Atkin and Justine Marjan, and named Jen Atkin as Bellami’s first Global Brand Ambassador to bring cultural authority and unique industry expertise to the brand.
Credits
View on- Agency Fred & Farid/Los Angeles
- Production Company Cadence Films/USA
- Director Hans Neumann
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Credits
View on- Agency Fred & Farid/Los Angeles
- Production Company Cadence Films/USA
- Director Hans Neumann
- Executive Producer Lorenzo Ragionieri
- Head of Production Jeff Sommar
- Editing Modern Post
- Editor Sofia Kerpan
- Executive Post Producer Andrew Illson
- Post Producer Fred & Farid/Shanghai
- VFX Modern Post
- Colorist Taylor Schafer
- Color Producer Brian Corey
- Sound Design & Audio Mix Moritz Staub
- Music Staub Audio
- Creative Director Tom Koh
- Art Director Suzanne Montalbano
- Chief Creative Officer Fred & Farid
- Creative Director Chelsea Steiger
- Executive Producer Amanda Van Caneghem
- Producer Sarah Park
- Production Designer Grace Surnow
- DP Willy Busfield
- Post Producer Emma Harris
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Fred & Farid/Los Angeles
- Production Company Cadence Films/USA
- Director Hans Neumann
- Executive Producer Lorenzo Ragionieri
- Head of Production Jeff Sommar
- Editing Modern Post
- Editor Sofia Kerpan
- Executive Post Producer Andrew Illson
- Post Producer Fred & Farid/Shanghai
- VFX Modern Post
- Colorist Taylor Schafer
- Color Producer Brian Corey
- Sound Design & Audio Mix Moritz Staub
- Music Staub Audio
- Creative Director Tom Koh
- Art Director Suzanne Montalbano
- Chief Creative Officer Fred & Farid
- Creative Director Chelsea Steiger
- Executive Producer Amanda Van Caneghem
- Producer Sarah Park
- Production Designer Grace Surnow
- DP Willy Busfield
- Post Producer Emma Harris
The first launch of the series, Be Full of Yourself [above] sets the tone for a new visual potential. The campaign was created by Fred & Farid Los Angeles and reframes extensions as a versatile tool for everyday confidence and challenges traditional portrayals by injecting the brand’s new direction. It's shot by Hans Neumann through Cadence Films and the visual language was designed to feel aspirational without being pretentious, reframing hair extensions as not only stylish but integral to modern self-expression for all audiences.
“Our goal was to push the storytelling in a way the category hasn’t seen — imagery that feels high-fashion but still relatable, and emotions that go deeper than surface beauty," says Chelsea Steiger, Creative Director at Fred & Farid. "Working with Bellami has been an incredible collaboration. It’s rare to have clients who are willing to break convention, and their ambition made it possible to elevate not just the brand, but the category as a whole.”
Alongside the film, the Be Full of Yourself campaign will roll out across 360 channels and, starting with a dinner hosting brand ambassador Jen Atkin and other prominent members of the beauty circle, Bellami is ushering in a new chapter for hair stylists and beauty lovers to find their right fit with Bellami hair extensions. Post-event, the campaign will be supported across digital, social and physical placements. From OOH/wild postings across Los Angeles to tapping influencers to live out this new direction, to inspiring the redesign of their event spaces and their new flagship beauty bar in West Hollywood, CA, Bellami’s new platform invites everyone to see hair extensions in a new way, as truly extensions and not artificial additions to who they already are.
"As a leader in the space, Bellami has a responsibility to move the industry forward," concludes Frédéric Raillard, Founder & CEO of Fred & Farid. "With this campaign, we’re expanding the definition of beauty and putting hair extensions at the center of culture. We’re excited to continue partnering with Bellami to lead this new narrative.”
