(Ryo)

Shampoo and hair care brand Ryo has collaborated with leading Korean artists for its latest ad campaign.

Photos from the “Mi In Do (Beautiful Person Theme)” project focuses on traditional Korean high-class hairstyles, ranging from braided buns to exaggerated hair twists.

“The ‘Mi In Do’ project isn’t just a one-off art collaboration for our products,” said a Ryo manager Park Yu-hyeon, Tuesday. “The goal is to shed light on elegant hairstyles inherited from our ancestors to the present-day general public, surpassing generational divides.”

Ryo collaborated with the artistic director of the Hanbok Advancement Center, a public organization that promotes Korea’s traditional dress.

(Ryo)

Ryo also worked with art photographer Koo Bohn-chang and celebrity photographer Zo Sun-hi, along with a host of other esteemed artists “in their respective fields” for its campaign.

The sumptuous ad photographs, which aim to resemble stills from a historical film, feature models in luxuriant traditional hairstyles and embroidered hanbok.

“Ryo plans to continue collaborations with leading Korean and foreign artists for projects that have a visual impact in the future,” said the Ryo spokesperson.

Ryo, owned by beauty firm AmorePacific Group, plans to screen its new advertisements at 50 CGV movie theaters nationwide through the end of June.

(Ryo)

(Ryo)

By Yoon Sarah (sarah356@heraldcorp.com)