Turn Off Your Fashion: ATICA's Editorial in Madrid ✂️

Beauty. Disrupted.

Inspired by the French New Wave cinema, 1958–1967. A “
” project born from the raw tension between identity and image, where hair is not a stylistic
, but rather a reflection of character.

A visual narrative built from fragments: spontaneous, intimate, with un
. Imperfection as a formal choice. Glamour without comfort.

Hair: Isa Otón at ATICA Salon · Photography: Karen Colón · Malasaña, Madrid.

Turn Off Your Fashion: the ATICA editorial feature that has made its way into Lo’Ammi Magazine

Some projects are created to sell a service, and others are created to make a statement. “Turn Off Your Fashion” falls into the latter category. It is the second beauty editorial produced by ATICA Salon as a creative studio, and it has already been published in the Beauty section of Lo’Ammi Magazine —a milestone that places this salon in Madrid’s Malasaña neighborhood within the international fashion and beauty editorial conversation.

The concept: hair as a story, not as a style

Turn Off Your Fashion takes the French New Wave (1958–1967) as its starting point: Godard’s handheld camera, Truffaut’s intimate, almost documentary-style shots, that way of portraying real people rather than poses staged for a magazine cover. The editorial brings that same tension to the realm of beauty. Instead of treating hair as a finishing touch or adornment, it turns it into the element that shapes the character: every movement, every texture, every stray strand tells something about the person wearing it.

The project’s creative direction itself sums it up with a concept that connects directly with ATICA’s philosophy: “Less Trend. More Identity”—unfiltered beauty, identity without pretense, glamour without comfort. Twelve images, shot in interiors and on the streets of Malasaña, build a fragmented narrative—spontaneous, intimate, deliberately unresolved—where imperfection is not a flaw to be corrected, but a formal choice.

From the editorial: two identities, one tension

The images are organized around two protagonists who serve almost as a counterpoint to one another. A blonde model with long, wavy hair appears in warm tones and vibrantly colored outfits—a striped sweater paired with an electric blue fur boa in front of a green door in Malasaña, or a close-up of her applying red lipstick while someone off-camera holds her face, in an image that directly evokes the backstage aesthetic of the ’60s. The other, a brunette with a pixie cut, stars in the series’ rawest and most domestic scenes: sitting in a doorway in front of a peeling red door, hugging her knees in a white T-shirt with no concession to conventional glamour; or lying on a bathroom sink in fishnet stockings, in a deliberately uncomfortable pose—which is exactly what the concept calls “glamour without comfort.”

Both are found in the mirror images—the most recurring visual motif in the series. A double reflection while touching up makeup in front of a bathroom mirror, or two faces superimposed in a fade-in reminiscent of the experimental film editing of the era—these are the moments when the editorial most clearly conveys its central theme: identity is not a single, static image; it is something that is constantly being constructed and fragmented, just as hair is with every gesture.

The final image in the series is the most direct portrait of all: the model with the pixie cut, laughing heartily with her mouth open and a tooth adorned with a small gold accessory, in a close-up with no calculated pose—the perfect counterpoint to the polished, seamless editorial photography that dominates the beauty industry, and perhaps the image that best encapsulates the “beauty, disrupted” theme that opens the project.

Why Does a Salon Publish an Editorial?

For ATICA, “Turn Off Your Fashion” isn’t just a one-off marketing campaign: it’s a public demonstration of something we’ve always championed at every trade show. The same technical and creative approach we apply when analyzing a color or designing a cut—understanding the person’s identity first, rather than imposing a trend on them—is what underpins this project. The difference is that here, instead of a client, the “canvas” is the models Virginia Grosso and Raquel Rodríguez, and instead of a single appointment, the result is a series of twelve photographs intended for publication.

"Turn Off Your Fashion" is, in fact, ATICA’s second editorial collection. The first was " SOMNIA," a project that explored the space between the dreamlike and the real, transforming hair into a visual language. While Turn Off Your Fashion draws inspiration from 1960s cinema and unfiltered identity, SOMNIA was rooted in introspection and dreams—two distinct ways of championing the same idea: that a salon’s work can also be a form of artistic direction.

The article in Lo’Ammi Magazine

"Turn Off Your Fashion" was published on July 17, 2026, in the Beauty Editorials section of Lo’Ammi Magazine, an international fashion, beauty, and art magazine. Seeing a project created entirely in Madrid—with hair styling by a salon in Malasaña—featured in an international publication confirms something we at ATICA have always championed at the technical level of every service: hairdressing, when properly understood, is artistic direction.

You can view the full editorial in Lo’Ammi Magazine, and the complete presentation of the project—including all twelve images and full credits—on ATICA’s dedicated landing page.

What does this mean for those who book through ATICA?

You don’t have to be a model or star in a fashion spread to benefit from the same approach: the personalized assessment behind *Turn Off Your Fashion*—understanding first what each strand of hair is all about before deciding what to do with it—is exactly the same one we apply to every balayage, color correction, or haircut we do at the salon, day in and day out, in Malasaña.

The team behind the editorial

Creative Director: Isa Otón, Technical Director at ATICA Salon

Photo: Karen Colón

Hair: Isa Otón, at ATICA Salon

Makeup: Jorge Baquero

Styling: Exotica

Models: Virginia Grosso and Raquel Rodríguez

Project: Alex Rivera, co-founder of ATICA Salon

It’s a small, deliberately close-knit team, consistent with how ATICA works on a day-to-day basis: each discipline—photography, makeup, styling, hair—contributes its own perspective on a shared idea, rather than simply executing a rigid brief dictated from the outside. The location itself confirms this: there’s no set—just real streets and building entrances in Malasaña—and even the salon itself appears as a setting in several shots, with its hair salon sinks and recognizable chairs in the background.

Frequently Asked Questions

What is “Turn Off Your Fashion”? It’s a 12-image beauty editorial produced by ATICA Salon, inspired by French New Wave cinema, and published in Lo’Ammi Magazine.

Who directed the editorial? Isa Otón, technical director at ATICA Salon, served as creative and hair director, with photography by Karen Colón.

Where can you see the full editorial? In the Beauty Editorials section of Lo’Ammi Magazine, and on the project’s dedicated landing page on the ATICA website.

Was it filmed in Madrid? Yes, entirely indoors and on the streets of the Malasaña neighborhood in Madrid.

Conclusion

"Turn Off Your Fashion" demonstrates, through twelve images, something that ATICA champions at every event: hair isn't an accessory—it's identity. It's the same philosophy you can experience on your next visit to the salon, with a consultation tailored to you, not to a trend.

Would you like to experience the same creative touch for your next makeover? Book your appointment at ATICA Salon, in the heart of Malasaña.