SUNDAY MAY 2 2025
09:38 Pm
WHEN AN IDEA HITS HARDER THAN YOUR THOUGHT
It all started with a shocking realization: I don't know many girls with curly hair.
I wanted to realize some contents to promote our IT bag Curly when, i realized that I knew very few curly-haired people I could ask.
So, as I always do when I have a thought stuck in my head, I opened TikTok and made an appeal: “I'm looking for curly-haired girls between Genoa and Milan for a photoshoot, write me!"
When I published the video I wasn't expecting anything special, to be honest, but instead this thing literally blew up in my hands, I've received more than 500 messages in 2 day and not to mention the amount of comments under the video.
From a viral TikTok to an avalanche of applications
Watch the video
I didn't expect anything like this. I was flooded with messages, personal stories, and a lot of enthusiasm. All the girls wanted to participate. Some told me how hard it was to find representation for curly hair, while others simply wanted to experience something new.
But how do you manage something like this?
The solution: a Typeform questionnaire to bring some order and understand who was available to come to Genoa for a casting. Basically, the natural selection of the most determined.
And what about those who weren't in Genoa?
I've dealt with hundreds of curly-haired girls from all over Italy who couldn't come. And now? Work in progress. I'm figuring out the best way to involve them, because Curly Tales isn't just a campaign, it's an experience full of energy that goes beyond a photoshoot.
What i've learned?
That a simple idea can evolve into something huge.
That curly hair is not just hair, but identity, history and attitude.
That when you involve real people, with real stories, the result is always more powerful than any strategy planned on paper.
That this is just the first page of a story I want to keep writing.
So stay tuned :)
With a lot of love,
Bi>
#AlwaysBiMOR
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