The Golden Age of Locs


Here’s more proof that locs have arrived—big time.

Take a look at the new ad campaign by Loc-A-Fella. It features high glam and natural hair—two arenas that for the first time are brought together.

locafella-image1The ad campaign features a multi-hued group of young African-Americans, living it up on the town featuring locs and mighty ‘fros. In one ad, the group is elegantly dining. In another, a brother with long locs in a tuxedo emerges from a limousine.  He, too, is shown dining with a woman with a ‘fro.  In yet another ad, a natural hair queen overlooks an urban landscape in a sequined gown. The tag line: Be King.

Finally, an image of what locs are and could be.


The ads were launched in last month’s VIBE magazine. Says Ru-El, a representative, “Loosely based around the worldwide state visits of Ethiopian Emperor Haile Selassie during his reign, the campaign imagines the modern-day visit of a youthful, thirty something Emperor and his diplomatic entourage. Positioning women as his Chief of Staff and immediate advisors, the campaign seeks to also communicate a sense of pride about our history and an understanding of parity and equality between the sexes.”

tumblr_n1bm89xe6B1qhomn5o1_500New York Beacon Digital calls the ads, “a move that has clearly changed the direction of haircare marketing.” The advertising agency of record is New York-based Cirqus6. The Loc-A-Fella line features a Eucalyptus Shampoo, a moisturizing conditioner, a Reflections Sheen Spray, Loc Drops Anti-Itch Scalp Conditioner,  a loc and twist butter and gel.

I think that this is just the beginning of images of locs that help elevate and educate. Locs are more than a just a style of rebellion. Locs and natural hair are sophistication, elegance, and a reference to our days as kings and queens. Kudos to Loc-A-Fella on their campaign. Let the gilded age begin!


What do you think of the ads? Write a comment here.

gail1‘Till next time,
Gail Mitchell
Loc’d Life Magazine

10 thoughts on “The Golden Age of Locs

  1. I think it’s great to finally see locs and natural hair in a positive light. The ads show class and sophistication. I love it. Good job!

  2. It’s good to finally be accepted for what we are, rather then having to coniform to be something else. The day has come where nappy hair is fashionable and added with ethnic skin it’s beautiful. Glad the world is waking up and accepting what we already knew all along…. We are a beautiful culture of people

  3. These images sent a feeling through my skin that made me smile and be proud that I am a beautiful black QUEEN! Every person in each piece look as though they are attending one of the most exclusive events on the century! This is a must-share!

  4. It warms my heart and soul to see black beauty in a positive light…there’s nothing more beautiful. Locafella for Life! It brings me joy and pride. BLACK IS BEAUTIFUL

  5. Awesome! Print ads, commercials, television shows and movies are blowing me away and I love it, so proud to be part of this industry. We are taking over Loc’d Life! I love every bit of it.
    Thank you for the article!

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