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Sebastian’s Eye Opening Hair Campaign With Kerin Rose

Its newly crowned “style visionary” is no stranger to making spectacles.

BERLIN — Sebastian’s newly crowned “style visionary” Kerin Rose is no stranger to making spectacles.

The self-described eyewear “bedazzler” — whose studded frames and accessories have larger-than-life performers from Mariah Carey to Lady Gaga puttin’ on the glitz — was in Germany’s capital on Sunday to launch her collaboration with Procter & Gamble’s Sebastian Professional hair care brand. Clad in a pearl-and-rhinestone-encrusted denim vest and coral  flowing top and sporting a clementine-colored coiffure teased by stylist Ed Moelands into oversize victory rolls, the New York-based designer looked every inch the postmodern matador.

In Rose’s Sebastian Professionals campaign for the brand’s Flaunt Collection, the message is the shine of the times. Rose appears in a series of promotional images, some with two club-kid sidekicks, to bring attention to the hair styling line of sprays and glosses, including Shine Crafter, a moldable wax with rock crystal extract for added glimmer. Trilliance Shine Shampoo, Trilliance Shine Conditioner and Shine Crafter Moldable Wax, the newest offerings in the Flaunt range, will be launched in July.

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Rose’s path to sparkle saturation started during a part-time job at Patricia Field’s New York boutique in 2008. She wore a pair of self-decorated crystal-crusted glasses into the shop, creating buzz amongst its buyers. A lucky encounter with Rihanna’s personal shopper led to other opportunities; within seven months of making her first pair, Rose was supporting herself with her eyewear brand A-Morir, which offers limited edition sunglasses enhanced with Swarovski Elements, chains, feathers, mini-skulls, beads, spikes and lace, retailing for $100 to $900. Rose is adding to existing eyewear styles, but hopes to have her own frame designs produced in the next year or so.

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“I’ve always been interested in business, and half of my family are stock brokers,” said Rose, explaining her success. “I understand [the need] to follow the money.” She also worked in guerilla marketing as well as fashion trade show production, and studied costume history, all contributing to her current framework.