TitleLale: Hairstyle
BriefOnly 7% of women between 17 and 30 wear helmets while riding their bikes. The most common reason for this is sheer vanity or the fear of ruining their hair. To conquer this alarming statistic, we turned this fashion faux pas into a fashion statement: the #helmethairstyle.The photo series shows models confidently rocking the dreaded helmet hair - thereby helping to set a life-saving trend. In cooperation with leading fashion magazines like INDIE and Numéro, the #helmethairstyle is featured alongside the newest fashion collections, editorials and leading designers. #helmethairstyle calls for all women to wear it with pride, making it less of a must-do and more of a must-have.
Agency
Campaign Wear It With Pride
Advertiser Bundesministerium für Verkehr und digitale Infrastruktur
Brand BMVI

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