Your edges are a national treasure that should be protected (and slayed) at all costs. A trend that transcends far beyond the 99s and 2000s, stars like Chilli, LaToya Jackson, and Sylvia Robison have all shown us how laying your baby hairs can take a look from simple to sultry with nothing more than a toothbrush and your favorite edge control and Alicia Keys and her stylist brought all of that energy to Grammys red carpet.
In a recent interview with Vogue, Alicia's stylist, Nai'vasha broke down how she and Alicia came up with the award show host's hairstyles for the evening, and according to her, baby hair was non-negotiable. She explained:
"I wanted to celebrate authentic 'Alicia'. She's iconic for braids. However, I wanted to create a fresh approach and modern twist to her custom '90s-inspired Versace wardrobe. We wanted the crystals to look as if they were floating in the hair. Alicia and I are obsessed with glorious baby hairs. Our vision was to have the hair dazzle with the lights, camera, and action of the night."
Alicia and her stylist aren't the only ones on the baby hair bandwagon. Celebrities like FKA Twigs, Saweetie, and Yara Shahidi have all taken an old school trend and made it their own and we have all the inspiration you need to get your edges all the way together for the weekend. Scroll below for celebrity-inspired ways to lay TF out of your baby hairs:
1.Ciara
Emma McIntyre /AMA2020/Getty Images for dcp
2.Laura Harrier
3.FKA Twigs
4.Ella Mai
Rich Fury/Getty Images
5.Rihanna
Samir Hussein/WireImage
6.Saweetie
Amy Sussman/Getty Images
7. Yara Shahidi
Featured image by Emma McIntyre /AMA2020/Getty Images for dcp
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While an evolution is a natural progression that happens as businesses grow, a rebrand is a total change. Lola tells xoNecole, "A total rebrand is necessary when a business’s current reputation/what it’s known for is at odds with the business’s vision or direction.
"For example, if you’ve fundamentally changed what your product is and does, it’s likely that your brand is out of alignment with the business. Or, if you find your company is developing a reputation that doesn’t serve it, it might be time to pump the brakes and figure out what needs to change.
She continues, "Sometimes you’ll see companies (especially startups) announce a name change that comes with updated messaging, visuals, etc. That usually means their vision has changed or expanded, and their previous branding was too narrow/couldn’t encompass everything they planned to do."
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The Brand Doula was born in 2019, and its focus is on putting "the experiences, goals, and needs of women of color founders first," as well as brands with "culture-shifting missions."
According to Lola, culture-shifting is "the act of influencing dominant behavior, beliefs, or experiences in a community or group (ideally, for the better)."
"At The Brand Doula, we work with companies and leaders that set out to challenge the status quo in their industries and communities. They’re here to make an impact that sends ripples across the market," she says.
"We help the problem solvers of the world — the ones who aren't satisfied with 'this is how it's always been' and instead ask 'how could this be better?' Our clients build for impact, reimagining tools, systems, and ways of living to move cultures forward."
The Brand Doula has worked with many brands, including Too Collective, to assist with their collaboration with Selena Gomez's Rare Beauty and Balanced Black Girl for a "refresh," aka rebrand. For businesses looking to rebrand, Lola shares four essential steps.
1. Do an audit of your current brand experience — what’s still relevant and what needs to change? Reflect on why you’re doing the rebrand in the first place and what success would look like after relaunching.
2. Tackle the overall strategy first — before you start redesigning logos and websites, align on a new vision for your brand. How do you want your company to be positioned moving forward? Has your audience changed at all? Will your company have a fresh personality and voice?
3. Bring your audience along the journey — there’s no need to move in secret. Inviting your current audience into the journey can actually help them feel more connected to and invested in your story, enough to stick around as changes are being made.
4. Keep business moving — one of my biggest pet peeves is when companies take down their websites as soon as they have the idea to rebrand, then have a Coming Soon page up for months! You lose a lot of momentum and interest by doing that. If you’re still in business and generating income, continue to operate while you work on your rebrand behind the scenes. You don’t want to cut existing customers off out of the blue, and you also don’t want so much downtime that folks forget your business exists or start looking for other solutions.
While determining whether the rebrand was successful may take a few months, Lola says a clear sign that it is unsuccessful is negative feedback from your target audience. "Customers are typically more vocal about what they don’t like more than what they do like," she says.
But some good signs to look out for are improvements in engagement with your marketing, positive reviews, press and increase in retention, and overall feeling aligned with the new branding.
For more information about Lola and The Brand Doula, visit her website, thebranddoula.com.
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