Features

Rock it like Rocco

Monday, 17th August 2015by culture HQ
You may have noticed the ethereal profile of Rocco Petrucci inside our Winter Issue. This is the first image from our Agents of Change series, a very special culture collaboration with Aveda – and now we’re taking you behind the scenes of this beautiful shoot (and match made in hair care heaven).

PROVING THAT THE HEAVY HITTERS OF HAIRDRESSING CAN – AND DO! – HAVE HEART, ROCCO PETRUCCI’S SYMBIOTIC BALANCE OF INDUSTRY ACUMEN AND ECOLOGICAL AWARENESS HAS RENDERED HIM THE POSTER BOY FOR SUCCESSFULLY SUSTAINABLE BUSINESS. ROCCO IS THE GREEN MERCHANT.

Having enjoyed an alignment with Aveda for almost 23 years, it’s unsurprising to learn that Petrucci’s ideals mirror those of this notoriously ecologically driven and socially aware brand.

“I was looking for a product that was environmentally conscious and that had good ethical values,” he says. “Just one of the things about Aveda that I love is the Full Spectrum colour product, which is naturally derived* – the difference is that when you walk into a salon that’s using Aveda colour, the typical chemical smell normally associated with a salon isn’t there, which instantly makes an Aveda salon more inviting… and that’s good for business.

“If you have a business that has a very strong focus on the guest, the service and the delivery, you will find your market,” Rocco elaborates. “And that’s what we do. With a moment of wellness for each guest, our premium products and the synergies between the Aveda brand and the Zucci philosophy, it all comes together to make our business what it is. Our price point is high end and we deliver – therefore our business continues to grow.”

Photography Ben Cook // Hair Shakira Petrucci @ Zucci Lifestyle Salon Group for Aveda // Make up Linda West using Aveda // Styling Emma Cotterill // Styling Assistant Phoebe McKay // Model Annika-Marie @ London Management

MODEL WEARS House of Cannon lace bolero // George Wu flesh tulle embellished dress // ManiaMania crystal drop necklace

ROCCO WEARS G-Star jacket // His own white shirt and jeans

*up to 99% naturally derived. From plants, non petroleum minerals or water.


Monday, 17th August 2015by culture HQ