Sabrina Carpenter has turned her golden blonde hair into a soft-focus, vintage-inspired star for Redken. On September 30, the singer shared the haircare brand's new "Soft Core" campaign on Instagram, a photograph and video built around Redken's All Soft collection and styled with a distinctly retro sensibility.
Pop Crave's post on the images said Carpenter looked "ethereal," and the Sabrina Carpenter Redken campaign was picked up quickly by fashion and beauty outlets. Her own caption, "certified SC soft core!", tagged Redken and Redken Pro.
The video, as described by several outlets, opens on Carpenter in a grey gown holding a cassette. It then cuts to an advertisement playing on an antique television before returning to the singer, who shows off long, glossy blonde hair in loose waves with her trademark curtain bangs. The throwback framing suits her broader aesthetic, which has leaned heavily on vintage glamour.
