Is ‘Show me your hair and I’ll tell you who you are’ relevant to you?
I don’t know if people are that simple, they’re complex and it’s difficult to pinpoint exactly, they have many layers and their personality changes with time. But, yes, I can do that at a specific moment of their lives.
What advice would you give to upcoming designers when choosing a beauty/hair look for their collection or runway show?
I love collaborations! I love working with a designer, a stylist and a celebrity to put together a cohesive, thought process around it. It all starts with deep research, you have to dig deep and understand the history of hair. I would say to emerging fashion designers to always have great teams around them, people who know more than them. I would tell them not to be scared to ask questions! I have a 25 year old assistant and I definitely don’t act like I know anything, I always ask them what’s happening right now, who’s the new hype designer or photographer, what’s going on, etc.
So you’re an avid learner?
Yes. I want to learn every day. I’m hungry for that!
Is there a fashion designer you really love to work with?
Christian Lacroix, definitely, he’s absolutely my idol.
You never approached him?
No. I was working in the music video world for a very long time (Tina Turner, Britney), and then I moved into the world of celebrities (Anne Hathaway, Sandra Bullock…), I wasn’t immersed in fashion, it was a different direction for me…
What line or formulas from Virtue work in the Middle East’s climate?
I am Moroccan, and we all have very similar hair, between the Maghreb, the Levant and the GCC. When there’s a lot of humidity, you need stuff that hydrates your hair, and the two products that I would recommend for every single women living in the MENA region are the hair mask (the restorative treatment) and the healing oil. I couldn’t do without them if I were living here.
But I want to say that everywhere in the world, people have a very messed up relationship with their hair because they don’t treat it the way they treat their face, for example. People use facials, scrubs, masks, lip balms, etc., but they forget to put on a hair mask once a week, and they hardly wash their hair. People have to start treating their hair the way they treat their skin.