Muk Haircare is a brand that has recently undergone a transformation, shifting from traditional hairdressing campaigns to a more fashion-forward approach that speaks to their identity and future. Founder and Director, Mark Gariglio, wanted to create a campaign that had an element of tongue in cheek, playing on the brand's name and heritage, while still keeping the focus on beautiful, styled hair.

This shift represents the brand's coming of age and their new partnerships that will elevate their image and reach both locally and internationally. To bring their vision to life, muk Haircare enlisted some of the best creative minds in the industry, including Creative Director and stylist Nick Irwin and photographer Rankin. The result was a stunning and playful campaign called "Inception," which looks back on the brand's past in order to move forward into the future.