Since nearly 20 years, Angelo Seminara is carrying on a special research on the use of hair as a raw material for experimental handicraft. In particular, he has been looking for a way to infuse into hairdressing the superb, ancient and noble craft of Tatami, the traditional rush-covered straw mats, originally used in Japan as seating for aristocrats, samurai and priests.
Finally in 2018, Angelo comes up with a new technique, called Tatami, that brings hairdressing one step forward, by achieving an unbelievable subtlety of texture, nearly impossible to create manually.
The transgressive side of the project is powerfully aroused by the tense atmosphere of the video clip, where a mysterious museum exhibits heads of hair instead of works of art.
Art director: Angelo Seminara
Film director: Alessandro Molinari
Photographer: Andrew O'Toole