Hailee Steinfeld kept a specific era in mind while filming Nexxus’ new “Get Hy” campaign.
“I love a ’90s supermodel hair reference, always,” Steinfeld tells PEOPLE on set of the campaign in Los Angeles in late January. “I think there’s something just so effortlessly cool in the volume and texture.”
As to her favorites of the ’90s supermodels, the actress, 28, says: “Naomi [Campbell], Cindy [Crawford], Linda [Evangelista]…all of them.”
In the campaign, Steinfeld — rocking a voluminous blowout fit for the ’90s shoot— encourages people to “Get Hy” in all types of settings with Nexxus’ Hy-Volume collection. “Get super ‘hy’ for your wedding,” Steinfeld — who got engaged to Buffalo Bills quarterback Josh Allen in November — cheekily states as she officiates a couple’s nuptials.
“I love the play on words,” she says. “We’re having a lot of fun with it.”
The Hy-Volume Collection introduces a shampoo, conditioner and a volumizing foam. The assortment is formulated with the brand’s first-ever Hyaluronic Tubing Technology to strengthen and plump strands. Of course, the products defend against humidity, too, to boost your hair for hours.
“One of the best parts of the job is getting dressed up and dolled up and glammed up for these events,” Steinfeld says. “I’ve paid so much more attention and worked harder to find ways to take care of my skin and take care of my hair through all of this, because it’s a lot. One event to the next, one shoot to the next. So I’m always so grateful to discover products that have ingredients like the Hy-Volume Collection. It gives your hair this feeling that you’re using things that are helping you.”
NEXXUS
Though Steinfeld has long hair in the campaign, she’s been rocking a shorter cut since summer.
“I love having been able to experiment with lengths,” she says. “Before I cut my hair short, I had this constant inner monologue of what can I do with my hair that feels like a change, but isn’t cutting it off and isn’t coloring it or doing anything that’s going to cause damage? It was such a refreshing change — I think the biggest sort of physical change I’ve ever gone through.”
Steinfeld initially cut her hair for her role in the upcoming film Sinners, a supernatural horror set in the 1930s.
“It was kind of amazing because I cut my hair and then was on a plane the next day and then on set,” she says. “I was in this beautiful period hairstyle that I really loved and it helped me embody a character in a way that I hadn’t before. The physicality of a character can inform a lot. The wardrobe, the hair, the makeup — it’s so important.”
NEXXUS
Steinfeld says she “had the time of my life” getting to play a vampire in the film, which also stars Michael B Jordan.
“It was equally as challenging as it was fun,” she says. “What a learning curve to take on this supernatural element to this character, but making it feel very human and very real. I think there’s something about vampires that people love and are really drawn to. It’s just the most incredible original story. But yeah, so interesting to spend your days covered in blood and fangs.”
Sinners, which premieres April 18, marks Steinfeld’s first major live-action role since 2018’s Bumblebee.
“There’s always the butterflies but so much excitement,” she says. “I couldn’t think of a better project to come back to the big screen with. Also, this was my first film back from the strike. And we were all so hungry to get back to work. I just love being in this creative world with so many people that are just so passionate and so creative, and willing to do whatever it takes to create the most beautiful final product.”
NEXXUS
Another outlet for her creativity has been her weekly newsletter Beau Society.
“Beau Society is this big umbrella for all these other ideas, and I like to consider myself very ambitious,” she says. “I think maybe this will be this sort of bridge into all these other things that fall under the umbrella, which I plan to venture into at some point. But I’m so enjoying using it as a space to connect with people on a deeper level. I always felt like I had that with music, and there’s nothing like a direct and personal connection to people that are going through the same things. I feel like my whole week will revolve around Friday’s issue. So it’s been a really fulfilling creative process for me.”
With so much newness on the horizon, can we expect the bob to stay?
“I think I’m going to see how long we can get,” she says. “We’ll see if I can fight the urge to cut it.”
Never miss a story — sign up for PEOPLE’s free daily newsletter to stay up-to-date on the best of what PEOPLE has to offer, from celebrity news to compelling human interest stories.
Read the full article here
