Joico Celebrates 10 Years Partnering with Breast Cancer Cure NZ

Joico, in proud partnership with Breast Cancer Cure, is delighted to announce the resounding success of the Breast Cancer Cure Designer Showcase, held on Friday, August 29th, at Shed 10 on Auckland’s waterfront as part of New Zealand Fashion Week.

The event brought together the worlds of fashion and philanthropy, raising vital awareness for breast cancer research while highlighting 8 of the country’s most iconic designers - STORM, TRELISE, Kathyn Wilson, moochi, NOM*d, Hailwood, Tuesday, and Federation. As part of its ongoing commitment to the Fashion for a Cure series, JOICO’s artistry was a highlight, with stunning hair direction led by Sabre Haircare Guest Artists Felicity Collier and Andrew Cobeldick

Guests were treated to a spectacular runway presentation where hair artistry perfectly complemented each designer’s vision, reinforcing Joico’s reputation for creating trend-forward yet wearable looks that shine on and off the runway.

Co-Hair Director Felicity Collier shared:

This is my 10th year styling for Breast Cancer Cure! Working with JOICO teams all over Aotearoa has been an incredible opportunity to collaborate with some really talented people. It’s also a cause that is very close to my heart, I lost my mum to breast cancer when she was only 40! She loved fashion, makeup & hair. She would’ve loved the Fashion For Cure events!

Watching the positive advances in breast cancer research from the wings of a fashion event has been truly fulfilling.

Choosing a look to work with 8 very unique fashion designers can be a challenge. It needs to be adaptable to tweak to suit the outfits. Collaborating with Andrew we chose a look for the BCC Designer Showcase that is full of texture and movement. Depending on the garments it will give ethereal and floaty or retro drama!

Co-Hair Director Andrew Cobeldick (2024 AHIA NZ Hairdresser of the year) added:

On the looks: “For this show, I really wanted the hair to feel effortless yet refined... something that elevated the fashion while still being very wearable. It’s about striking that balance between strength and softness so the models look confident but still natural.”

On working with BCC / Fashion for a Cure: “It’s always such a privilege to work with BCC on Fashion for a Cure. Being able to contribute my craft to a cause that makes a real impact in people’s lives gives the work so much more meaning. The energy backstage is always inspiring, and it’s an honour to be part of it.”

“In JOICO’S 50th anniversary year, with 10 years partnering NZ’s Breast Cancer Cure dream team, this extra special showcase was a true celebration of creativity, collaboration, and compassion,” said Kylie McLeod, Marketing Director of Sabre Haircare, the distributor of Joico in New Zealand. “We are so proud to continue our partnership with Breast Cancer Cure and contribute to such an important cause through the power of our craft. Huge thanks to the supporting JOICO hair team who worked together like a dream!”

With the sold-out waterfront venue, the showcase played to a full and captivated audience, proving once again that when the beauty industry comes together for a cause, the results are nothing short of extraordinary.

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