Full Volume – A Celebration of Big Hair and Bigger Energy
This season, we turned up the volume. Not just in hair – but in attitude, expression and glamour.
With our new Full Volume campaign, Björn Axén steps into a world inspired by the unapologetic energy of 70s disco and the iconic spirit of Studio 54. Directed by Oscar-nominated filmmaker Lasse Hallström, the campaign is a cinematic tribute to bold beauty, individuality and larger-than-life hair.
In front of the camera, three remarkable women bring the story to life: Swedish acting icon Lena Olin, supermodel Emma Wiklund and international model Maggie Maurer. Together, they embody different expressions of confidence – timeless, magnetic and fearless – united by one thing: unapologetic volume.
For us, setting the campaign in a disco-drenched universe felt instinctive. Big hair is back on the runways and in culture, but volume has always been part of our DNA. Since 1963, Björn Axén has stood for glamour, craftsmanship and the transformative power of great hair. With Full Volume, we embrace that heritage – and amplify it.
This is not about restraint. It’s about movement. Texture. Drama. Hair that takes up space and owns the room.
The Full Volume campaign is a reminder that beauty should be expressive, playful and a little bit rebellious. Because sometimes, more really is more.
Watch the full Director’s Cut and step into the world of Full Volume: