Stockholmfashiondays.com - Johan Hellström

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There is no question about it – Björn Axén has always been the best that Sweden can offer when it comes to hair! Is an excellent reputation enough to bring a hair salon in to the 21st century though and how good are they on an international level? Johan Hellström, CEO of Björn Axén answers these questions and tells us about the latest trends in hair.

Johan Hellström, CEO Björn Axén.

Remember the 80s – it was glamour, extravagant, the champagne was flowing, Jakob Dahlin was interviewing world celebrities in Swede’s public service television (whilst drinking more champagne of course) and Björn Axén made sure every lady with style and self respect had each single hair lying perfectly. Then came the 90s…

In 1993 Björn Axén passed away and his former personal assistant Johan Hellström inherited the famous salon and were in charge of modernizing the label, whilst keeping the reputation of excellent quality.

14 years has passed and the label did not only survive but is today a thriving company which has developed in several different ways though always keeping the thing most essential of all – impeccable quality. “I felt that the company was heading in the wrong Products from Björn Axén. direction”, Johan explains. “My work has been to change this whilst still sticking to our basic devises”, he continues.

“Though we had an excellent reputation we also had a potential new group of customers that weren’t really impressed with going to their “mothers” salon and get the hair done in the same way they had”, Johan says. Times were most definitely changing and after modernizing the main brand, Björn Axén, it was time for an entirely new concept which can now be experienced in the new salons that goes under the name Urban by Björn Axén.

“With Urban we can be more experimental and attract a completely different customer, than what we can do with Björn Axén”, Johan explains. “The salons have a very different feeling, with different music and we also have a so called “White Space”; where we invite artists and designers to exhibit their work”, he continues.

Swedes are known for being conservative though and the obvious question is if they are ready to experiment with their hair. “Because of culture, politics and climate Swedes have by tradition been less daring than the rest of the world, but this is changing. The younger generations do not care in the same way as their parents and that is really great”, Johan answers.

So what are the trends for this autumn and winter?

“It is always tricky to talk about trends. In today’s society there are a lot of different trends going on at the same time, but there is always one being a tad stronger than the rest and those are the ones we try to catch in our collections”.

“Autumn is really for the daring ones since it is supposed to be short, well polished and clean; for women as well as for men. Inspiration for women comes from the 40s and 60s; with the elegant women from that time as a role model”.

“When it comes to colors there are shades of brown as well as copper and gold that feels right. It should all look natural though it can take a lot of energy and hard work to get it that way”.

Johan, in front of Björn Axén. “We are also going towards more dramatic times – in a positive way, and I think that Swedes in general are ready to get more dressy and elegant, which would be great”.

What is the hardest with trends?

“One of the toughest things is obviously that the collections are created rather long in advance and sometimes it is tricky to get it right. The problem is normally that you catch a trend before the customers are ready for it and then you are too early”.

Trends is one thing though and the future quite something else. What plans might be left in the head of the man that has continued to build on this successful brand. When saying that he wants to be the best brand in the world isn’t it time to get into action and expand abroad?

“International expansion is obviously something that we are thinking of and we are about to launch our product series in Finland and Denmark. It is no end in itself to go abroad with the salons though. We will only do that if we can maintain our excellent quality of work and good atmosphere in the salons”, Johan finally says before it is time to rush off.