WILD WILD WEST

Jacket and top (just seen): YEF STUDIO; trousers: Warehouse; sunglasses: Hot Futures; bolo: Rosita Bonita; rings: Tessa Metcalfe Top: ASOS; skirt: Warehouse; boots (just seen): Boohoo; necklace: Lag Word

From the joyful outré aesthetic of Lil Nas X to the sleekly sophisticated approach of Beyoncé’s Cowboy Carter, the modern take on all things cowboy is a far cry from the traditional Stetson-toting symbol of the wild frontier. The spectrum of what ‘cowboy’ now means is wide – yes, you can stick with your old school vision (thank you, 'Yellowstone') or you can embrace a fresh reimagining that celebrates a more diverse and inclusive landscape (the Compton Cowboys, astride their steeds in urban Los Angeles, rather than a ranch in Texas).

With the unveiling of its latest styling innovation – STILISTA – BaByliss PRO partnered with Creative HEAD to challenge ambassadors Michelle Sultan and Tariq Howes to deliver a uniquely personal take on what ‘modern cowboy’ means to them. With the vast BaByliss PRO tool portfolio at their fingertips, they embraced inspiration from both icons of the past and cultural touchpoints of today, at a time when Cowboy Core has reinvigorated everything from film to music to fashion (Pharrell Williams’ second collection for Louis Vuitton Men – featuring the pattern of the season, ‘Cowmooflage’, and Pharrell’s own security detail styled like Western sheriffs – is a classic case in point).

Let’s navigate Michelle and Tariq’s road trip through the American West. It’s curious, it’s creative and it's never clichéd. Polished and authentic, fun and free, this is a new frontier, a Western epic for a new era.

It’s time to saddle up and explore…

TRUE GRIT

Jacket: Future Folklore; top: model’s own; bolo: Rosita Bonita; main earring: ASOS (others are model’s own)

Quintessentially American, Cowboy Core celebrates an enduring trend with its roots in something rugged, functional and utilitarian. The styling aesthetic of the American West was designed for the daily rigours of frontier life. While that might be the legacy, each generation since has added their own elements, imbued it with their own flair to reimagine just how staples such as fringe, boots, denim, Stetsons and leather can make a relevant, contemporary statement. So, whether your image of a cowboy is John Wayne, Calamity Jane or Django from Quentin Tarantino’s revisionist Western Django Unchained, every version has its own unique story. Just like our characters here, intricately drawn by Tariq Howes and Michelle Sultan. It’s time to ride…

Jumpsuit: Jenn Lee; gloves: The Glove Girl; earrings: Kata Haratym Suit: L.O.M Fashion; top: model’s own; earring: ALOË

Think classic Western fashion and you’ll be forgiven for envisioning dusty boots and hard-wearing denim. But an iconic and elaborate contrast is the embellished Nudie suit, from rodeo tailor Nudie Cohn, the original Rhinestone Cowboy. From Roy Rogers to Elvis, Gram Parsons to Post Malone, the Nudie suit is indelibly linked to those wanting their Western chic with a little more flourish… The perfect backdrop of inspiration, then, for Tariq’s Johnny Cash-flavoured finish – all slicked-back, effortless cool (thank you, BaByliss PRO Falco, for the styling shape).

Jeans and jacket: Ray Chu; boots (seen in later shot): ASOS; earrings (seen in later shot): PRYA; rings: Tessa Metcalfe

Decked out in denim, the workwear staple of generations of cowboys, the cherry on top of this look is an Afro for the ages. “This is all about texture,” says Michelle, who took inspiration from the model’s own Afro and just kept on going. “We wanted to build on that, using lots of textured pieces, making it huge!"

IT'S ABOUT EXAGGERATED STYLE, TEXTURE AND MOVEMENT

Using the BaByliss PRO Falco Dryer and the diffuser, Michelle and her team built in movement with plenty of hairspray, using the Falco’s pik just to pull it out a little bit in places. “I don't want anything neat,” says Michelle. And the inspiration for the look? “I saw an amazing image of Naomi Campbell from her V&A exhibition, where her hair was just pulled out to perfection,” she recalls. “It’s about exaggerated style, texture and movement. She doesn't care about other people's opinions. She’s just big, bold and beautiful.”

Shirt and trousers: Phix; bolo: Rosita Bonita; earring: model’s own; rings: Tessa Metcalfe

Johnny Cash-meets-Elvis with this 1950s finish – think pomp and pomades, slicked with a little curl brought out at the front. “Very cigarette-behind-the-ear type style,” grins Tariq, who used the BaByliss PRO FX ONE Lo-Pro Clipper to taper in at the neck, before reaching for the BaByliss PRO Falco Dryer to dry it all back into shape ahead of slicking it back with pomade. But our favourite part? Those lines and that separation. “I think those comb marks are iconic,” adds Tariq. “They stand out. It brings out the hair as more of a feature in the final image.” For this look, we’ll walk the line…

THE HIGHER THE HAIR...

...THE CLOSER TO HEAVEN

Jacket: Nasty Gal; jeans: Wrangler; belt: stylist’s own; ring (just seen): Tessa Metcalfe Jacket: Warehouse; shirt and trousers (just seen): PHIX

Of course, Michelle’s inspiration for this look was the queen of country herself, Dolly Parton. This is oversized and unapologetically extra, thanks to the help of the iconic BaByliss PRO Heated Ceramic Rollers. “We've made it Dolly and put texture and movement into it, so it's not straight blonde,” explains Michelle, “and it’s heavy, almost like it's been roller set for about 10 years…”. We know Dolly herself would approve.

Don’t tell my heart, my achy, breaky heart, but Tariq’s textured take on the infamous Billy Ray Cyrus mullet has turned up the ‘business in the front, party in the back’ cut to 11, thanks to its stark shaping and its amplified length. “The Billy Ray Cyrus look gives me trailer park vibes, with the mullet, the flat top and the slicked back sides. I wanted a textured hair version of that,” explains Tariq. “It’s a square flat top with extensions at the back straightened with the new BaByliss PRO STILISTA to make the hair really elongated.” A showcase of the shape shifting power of the BaByliss PRO Falco Dryer and the BaByliss PRO FX ONE Lo-Pro Clipper and Skeleton Trimmer, too.

THERE WERE BLACK COWBOYS, NATIVE AMERICAN COWBOYS... PEOPLE WHO LOOKED LIKE US

“The modern cowboy illustrates that what we were shown in the movies wasn't necessarily the only type of cowboys we had,” adds Tariq. “Obviously, there were Black cowboys, there were Native American cowboys. People have delved into that side now, that there were people who looked like us. There wasn't just this Johnny Cash version of a cowboy, you know? Seeing the Compton Cowboys – on horseback in urban America – is one of the most iconic subcultures I've seen in recent times. You see Pharrell Williams, working with Louis Vuitton and bringing it to life there as well. Working with different types of models and mixing it with modern fashion and urban tones. It's really cool.”

Suit: GRLONDONPARIS; top: ASOS; main earring: Lag Word (others are model’s own); rings: Tessa Metcalfe

HERE YOU COME AGAIN

Travel along the Old Town Road and you’ll see just how powerful an influence on Tariq’s looks that Billy Ray Cyrus mullet was – the iconic flat top, the sides gelled back. But where Billy Ray was cut square and high at the front, Tariq was keen to deliver something else. “I wanted to make this more of a true flat top, using the BaByliss PRO FX ONE Lo-Pro Clipper to cut my guideline for the middle, and then clipper over comb to make it a true flat top.” Flat out genius….

FEARLESS

A strong element in Michelle’s editorial work is character building, establishing a narrative and a landscape for each of her looks to inhabit. With this look, the desire was to deliver an urban cowgirl. “She's fearless. She's carefree,” says Michelle. “She lives in a hot climate in Arizona. The hair is slightly sun-kissed. She's strong, a warrior as well. That's the vibe. A little Mad Max. I think she's got a whole tribe of people. She's my queen!”

With the help of the BaByliss PRO Falco Dryer and its pik attachment (“absolutely incredible, it literally glides through the hair because it's so powerful”), the hair was made more pliable to give Michelle and her team the ability to stretch it out and braid it down. Then she added pre-formed faux locks, crocheting them for a high pile on top, akin to a crown for this Arizona warrior.

Jacket: Warehouse; dress: Jane Bowler; shorts: Wrangler

If you can embellish a suit to become a Rhinestone Cowboy, then surely that embellishment can be applied to the hair, too. First using the new BaByliss PRO STILISTA to smooth and straighten the roots and mid-lengths, leaving the ends with a raw finish, before adding in a few braids. Michelle then descended on the fashion team, picking through accessories like a greedy magpie. “We just wanted to get some texture in there, just as if they live in the desert and they just braid their hair,” says Michelle of this character. “They might put some shells in there, some ornaments, some feathers…” Because, why not?

He might not have been a cowboy, but Rick James is delivering the inspiration for this textured mullet’s finish from Tariq and his team, along with Coming to America’s Darryl Jenks.

THINK SOUL GLOW, SOAKING WET CURLS

The BaByliss PRO Falco Dryer and pik was on hand to dry the hair, before the extensions were painstakingly added to the back in rows (team member Lauraine has the patience of a saint). “Think Soul Glow, soaking wet curls at the back,” smiles Tariq. “Also, a bit of Lionel Richie. That's the vibe we're going to go for..."

“People always ask me how long it takes to do my hair. I don’t know, I’m never there...”

DOLLY PARTON

LONESOME DOVE

Trust Michelle to amp up the delicious, adding a little frisson to proceedings. “This is a little bit sexier. This is giving Beyoncé-meets-Dolly Parton-meets Jolene,” she laughs. “It’s blonde with dirty roots, she's that sexy cowgirl.” The favoured BaByliss PRO Heated Ceramic Rollers returned to get that smooth finish from another era. “It’s kind of old school but we’re making it modern – a little bit trashy, almost.”

DONE AND DUSTED

A Creative HEAD shoot in partnership with BaByliss PRO HAIR: Tariq Howes, assisted by Lauraine Bailey and Nick Barford; Michelle Sultan, assisted by Deen Fashola and Schola Rose, for BaByliss PRO. PORTRAIT PHOTOGRAPHY: Bob Foster (A&R CREATIVE), assisted by Luke Weller. PRODUCER: Joanna Kidd (Creative HEAD). FASHION:Twinks Burnett, assisted by Rosie Devine. MAKE-UP:Tricia Woolston using Pat McGrath, assisted by Megan Goram. EDITORIAL: Amanda Nottage (Creative HEAD). SOCIAL MEDIA: Kelsey Dring and Aofie Connell (Creative HEAD) assisted by Harry Dotters. BTS PHOTOGRAPHY: Harvey Williams-Fairley. VIDEOGRAPHY: Charlie Guy-Wilson and Ben Cooke (Clockwise.Film). MODELS: Alan Bea; Olivia Belgrave-Ruse (The Milk Collective); Ryan Brown; She-Lan Duane (W MGMT); Robbie Jr; Skye Metrowich (Zone Models). SHOT AT: Street Studios.

Top, trousers and gloves: HildurYeoman; hat: stylist’s own; necklace and earrings: Lag Word

How could a Cowboy Core shoot in 2024 not make a wee nod to the visual feast of Cowboy Carter? “Who doesn't love Beyoncé’s album cover, and that image of the hair and the cowboy hat?” asks Michelle. Turning again to the new BaByliss PRO STILISTA, Michelle wrapped a little texture into the hair rather than following Beyoncé’s ironed-straight finish , changing it up a little bit and delivering a fresh story for this protagonist. “They've just bathed in the waters of the river somewhere, climbed out and that's how their hair is drying. They’ve put their hat on and they’re off!”

WE'VE WRAPPED IN A LITTLE BIT OF TEXTURE... THEY'VE PUT THEIR HAT ON, THEY'RE OFF!

A perfect way to finish, y’all – let’s ride off into the sunset…

HOW THE WEST WAS WON

“If I was a cow I'd have long hair, and I’d look glorious!”

MOST ICONIC COWBOY

“Django, on the back of a horse, that's the image that stands out to me. Looks cool, right?”

When you're looking to break new ground, you need to round up a fearless, fabulous crew to ride with you. Lassoed first was Michelle Sultan, celebrity stylist beloved by the likes of Alison Hammond and Alex Scott and known for her effervescent aesthetic and exceptional creativity on hair of all textures. When she’s not on set or in the studio, you can find her at Battersea’s legendary Hype Coiffure (along with team mates Deen Fashola and Schola Rose) and working on projects for BaByliss PRO as an ambassador.

Then bring on sharpshooter Tariq Howes, the 2024 Most Wanted Men’s Hair Specialist. He is an integral part of Jody Taylor’s session team (alongside Nick Barford, Tariq’s team mate on this shoot. Lauraine Bailey was his other ride-or-die), sharing his textured hair expertise for labels such as Vetements. He’s also the founder of Avenue Barbers in Cardiff, a popular educator and platform artist and a longtime ambassador for BaByliss PRO – those clippers barely leave his hand!

“if i was a cowgirl, I would have the biggest hair. You wouldn't be able to fit past me on the streets. I'm just saying…”

THIS SHOOT IN THREE WORDS…

“Fun, fearless, iconic!”

HOWDY PARDNER!

EXCLUSIVE VIDEO CONTENT, EXTENDED IMAGE GALLERIES, HAIR TEAM INSIGHT… THERE’S SO MUCH MORE TO SEE ONLINE. VISIT CREATIVEHEADMAG.COM AND FOLLOW @CREATIVEHEADMAG ON INSTAGRAM AND TIKTOK

NOT YOUR FIRST RODEO

BaByliss PRO is the home of iconic precision tools that empower professionals the world over to deliver dazzling looks on the daily. Always evolving, always advancing, it’s time to say howdy to its latest professional styler – STILISTA

Whether you’re styling urban cowboys or Dolly Parton wannabes, BaByliss PRO has a tool in its arsenal that will amplify your creativity and your results, every time. And because it’s always innovating, there’s a new styler making its home on the range…

STILISTA is an advanced professional styler that’s perfectly engineered for optimum heat and control to create flawless long-lasting styles in an instant.

“Oh my goodness, wait until you get your hands on STILISTA. This is incredible. It's an amazing multi-styling tool”

Advanced Ceramic Technology gives you more power, speed and responsiveness. We’re talking faster heat up – up to 190°C in just 30 seconds! – and instant recovery to maintain a constant temperature and exceptional heat distribution over the entire surface of the plates. That means it delivers better styling and long-lasting results. Yee-haw!

Crafted from titanium, the floating plates deliver outstanding heat transfer for perfect straightening in just one stroke… even at lower temperatures. Its curved design and 'stay cool' housing lets you to get right into the roots, bang on for boosting lift and volume. That rounded exterior also means you can wave and curl effortlessly.

Versatile and high-performing, STILISTA is the BaByliss PRO styler you need in your holster in the salon, on set or in the studio.

Wherever your styling journey takes you – from Quiet Luxury to Cowboy Core and beyond – create and innovate every time with STILISTA from BaByliss PRO. Discover more at babyliss.com

@babylissprouk