The new campaign championing female empowerment

Footwear and clothing company, Reebok, has this week unveiled its new campaign with professional hair care brand, KMS.

The new campaign, 'Not Your Princess,' features trailblazing Australian women, including Jaguar Jonze, Becca Hatch and Tarah Jane Scott, with hair by KMS global artist, Ali Holmes. And it has been created to celebrate female strength and unapologetic confidence, alongside the relaunch of Reebok’s iconic Princess franchise.

The concept was developed as an homage to Reebok’s 2001 'It’s A Woman’s World,' a bold advertising campaign that mocked established gender roles. The original campaign featured globally awarded recording artist and rapper Missy Elliot, tennis phenomenon Venus Williams and WNBA star Jennifer Azzi.

Now, 20 years later, voices for female empowerment and gender equality continue to highlight the need for change, urging women and girls around the world to confidently embrace their dreams and defy stereotypes.

“Not Your Princess pays respect to women who boldly defy convention,” Reebok Pacific brand director, Arnna Johnstone said. “This gives Reebok the opportunity to honour a new generation of change makers who are unapologetic in their unique identities, as they pursue excellence in their chosen industries.”

KMS global stylist, Ali Holmes, created two hair looks for the 'Not Your Princess' shoot.

Look one paired natural hair with larger than life feminine fashion, playing with the models' natural textures and hair types.

Jaguar Jonze had her long locks softly straightened using KMS Therma shape 2 in 1 Spray, while Becca Hatch’s curls were given a more defined look with a cocktail of KMS Tame Frizz Oil and KMS Curl Up Wave Foam. For Tarah Jane Scott, KMS Hair Play Sea Salt Spray was used to give her hair a ‘lived in,’ more care-free look.

Look two was all about edgy street style hair, with Holmes saying “I felt like these looks embody KMS’s style philosophy, being inspired by people and places around us, capturing individual style and quirks. Each model had a unique look that complemented the Reebok street wear. Reflecting the models as strong, powerful women.”

Jaguar Jonze’s bold braids were finished with KMS Hair Play Styling Gel and sprayed with water. Becca Hatch’s curls were lengthened with KMS Hair Play Playable Texture, and her left side curls were treated with KMS Hair Play Styling Gel. Tarah Jane’s sectioned hair was finished with KMS Hair Stay Working Hair Spray.

Click here to find out more about KMS hair care products and to download hi-res imagery.