Gen Itoh puts a spin on 90s hairdressing with classic styling techniques in his latest photographic project.

Posted in Inspiration, Collections Inspiration, Collections |

With the recent launch of TIGI Copyright in Japan, TIGI APAC Creative Director, Gen Itoh, and the TIGI Asia team have been busy showcasing the creative possibilities of the brand’s styling range. Once again, we’ve been impressed by the imagination and creativity of Gen and the team on their latest collaboration with Izanagi Beauty magazine.

Working with hairdressers Sunao Akiyama from ROCK HAIR DESIGN and Ryo Ishiyama from Je Suis Heureuse, and makeup artist Rie Yoshizawa, also from Je Suis Heureuse, Gen has created a fantastic, contemporary collection inspired by work he’d seen in archive issues of ID Magazine from the 1990s.

We spoke with Gen to find out more about his latest work.

Getting back to (hair and photography) basics

To create the desired retro mood for the story, photographer, Tatsuya Matsuoka, shot with a digital camera, as well as “old school techniques” using film, a disposable camera and two different types of Polaroids, with the aim of capturing different types of texture in the photography. This was also about moving away from normal, modern corporate techniques for hairstyles, photography and magazine layouts to show a fresh image for 2021.

The hair also related to Gen’s inspiration from the 1990s, working with basic techniques from that decade and specifically from style magazines, but adding a totally modern finish using  TIGI Copyright. This meant styling the hair using several different brushes and specific products to achieve volume, movement, and texture to create soft, glamorous looks.

“We do lots of styles with tongs and irons these days, which are great techniques,” says Gen, “But we went back to basics for this shoot, which meant using blow-drying and styling techniques with different brushes. And selecting the right products to achieve a softer, more glamorous look, which is hard to create with tongs and irons.”


Created by Gen Itoh.

“This was an old school blow-dry to create volume, with setting techniques and finishing to give a with modern glamour feeling.”


  1. Apply Firm Hold Curl Cream through towel dried hair.
  2. Blow dry using a large round brush to smooth the cuticle and add volume.
  3. Backcomb the hair at the roots to create height then apply Maximum Hold Hairspray.
  4. Using pins, secure hair away from the face. Spray further Maximum Hold Hairspray to secure the look.
  5. Using your fingers as a comb, work Split End Repair Cream through the ends of the hair.


Created by Sunao Akiyama from Rock HAIR DESIGN

Inspired by Blondie’s Debbie Harry, Sunao considered suitability and hair type of the model, as well as her personality.


  1. Spray Texturising Salt Spray through towel dried hair, focusing on the root area.
  2. Blow dry using a round brush adding volume and soft movement. Use Maximum Hold Hairspray sparingly for the ends of hair throughout drying to give added support.
  3. Spray Revitalising Dry Shampoo throughout to create a matte texture .
  4. Scrunch Texture Putty into the length for separation and to control any frizz.


Created by Ryo Ishiyama from Je Suis Heureuse

Inspiration for the look was the model herself and how she might style her hair for a night out, with a ‘proper blow-dry’ and then later, when she arrives home, her hairstyle is slightly ‘broken into’ and worn.


  1. Apply Multi-Tasking Styling Cream through towel dried hair.
  2. Power dry the hair to get rid of excess moisture.
  3. Apply Texturising Salt Spray evenly through the hair and blow dry with a round brush, giving lift to the roots.
  4. To create separation, mix Firm Hold Curl Cream and Colour Lustre oil and apply through the length of hair.
  5. Create a slightly disheveled look using Revitalising Dry Shampoo. Finish with Maximum Hold Hairspray.

Find out more about the creative possibilities of TIGI Copyright at www.tigi.com. If you’d like to try them in your salon, contact us or speak to your TIGI representative.

  • Hair: Gen Itoh   /  
  • Sunao Akiyama   /  
  • Ryo Ishiyama   /  
  • Make Up: Rie Yoshizawa   /  
  • Photography: Tatsuya Matsuoka   /  
  • Publisher: Izanagi   /