you look at all the big hair companies in the world, they shoot in studios and add things in post production – we’re all about being authentic – we go outside to shoot. Look at the cave shoot [last page of this feature]. It was snowing that day – other people just wouldn’t do it – but the reward is so phenomenal. You come out with some amazing results.

Do you have a particular way of working to ensure the brand’s focus stays on track? AB: It was only fi ve years ago that I was made Creative Director, and since then we’ve been named Coolest Brand twice. Now it’s all about taking it to that next level. The one thing I’ve always kept doing is editorial, it’s so important. Also I see my advertising shoots as editorial. It’s not about having 500 marketing people around you; they’re not allowed on my shoots! It kills creativity.

So many people Salon Business has interviewed over the years cite you as a major infl uence; how does that make you feel? AB: Do they? Wow – I’m shocked. That’s nice, that’s great! I’m very fl attered. I’m in such a bubble sometimes, working my arse off, doing my thing. When you’re in a different country, working hard at a corporation, it’s so different to working in a salon where you get instant results and lots of appreciation.

Your role takes you all over the world and seems pretty much non-stop; is there ever a time when you wish you did something completely different? AB: No. This is the stupid thing about me; I decide to take this and that on, on top of what I do – ‘let’s add another layer to my job!’

Can you teach creativity? AB: Absolutely not, unless you have someone standing next to you for 20 years.

Which country is the industry leader? AB: England and Australia are ahead of the game. When I do a photo shoot here in New York I will go with a UK team for that reason; we will get that hair done. The difference between Europe and America is fascinating.

If you weren’t a hairstylist, what would you be? AB: I would be a private detective – I’m curious – and I’m a Virgo, so things have to be perfect. Or a photographer >>

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