RICHARD ASHFORTH, Co-founder and International Creative Director of SACO Hair on celebrity crushes and collaborations.

Switching lanes

I entered hairdressing as just a job to support my musical ambitions whilst on a gap year prior to studying fashion at Uni. I found very quickly that hairdressing ticked many of the boxes I was looking for in a career so stuck with it.

Outward leaning

I think an interest in anything creative outside of hair helps either inspire or inform your work. For me, inspiration has to have some depth, it must resonate with me on a personal level, so the knowledge I gained in education very much whetted my appetite to continue learning.

In the frame

I enjoy all aspects of my work , in fact it’s the variety that keeps me engaged in the craft. If I had to choose only one though, it would be the editorial side of things - creating an image with a team is very rewarding for me, creatively.

Perfect partner

Favourite job so far? Working with photographer Peter Lindbergh - every time was magical.

Key learnings

Giving people some freedom and trusting them with responsibilities is how we grow - mistakes and all.

Local legends

Angelo Seminara is a very intelligent hairdresser: continually innovative and single minded. Eugene Souleiman and Guido Palau are continuously pushing the boundaries editorially. I try not to be too influenced and walk my own path as much as I can but Eugene and Guido are absolutely ‘next-level’ in my opinion.

Changing times

The positive changes I’ve seen in the industry are the continued growth in techniques and technologies that we benefit from. Products are so much better, levels are much higher and knowledge is far wider across the board. Negatives are the short term expectations of younger people coming into the industry. The investment versus return equation is often out of balance.

Numbers game

I’d like to see a movement away from the idea that the number of followers on Instagram equates to the level of expertise as a professional. Social media is a double-edged sword that gives a platform to showcase work, both exceptional and average. The obsession with insta numbers means perhaps we promote too much average and not enough exceptional.

Celeb Hair Crush

Tilda Swinton - always fresh and progressive.

Always learning

I very much believe that without forward momentum and continued growth, things would cease to remain interesting. Personal development through education is the way to stay engaged and relevant - whether that’s from others or simply through your own mistakes. Product development is a new thing for me. I’m quite simple but very specific about products so, getting them right is no easy task.

Future plans

I’m lucky enough to have some great people around me in SACO and it’s their passion that’s a constant source of inspiration and encouragement for me. SACO is always moving forward so there’s always lots happening. Next for us is the expansion of our franchise programme and the growth of our own product range. No rest for the wicked! @richardashforth

Lightbulb Moment with Richard Ashforth