Brian O'Connor creates haunting, surreal looks on his muse, Hayley Williams

Good Dye Young Co-Founders Brian O’Connor & Hayley Williams really mixed some magic with their latest creative collaboration! Brian recently shared his creative vision behind Infusions, from the colors that make up the collection to the story each shade tells to Hayley’s unrecognizable styling to the photoshoot that tied it all together.

"We had an early idea for the name “Infusions” and this concept of coffee and tea, and how it translated to this softer side of color steeping into your hair. I loved that and it really felt like putting gas back in the tank for me, and I was so inspired! Coffee and tea are about ritual and ceremony, just like dressing yourself or transforming your hair color. It's about making time for yourself, and setting intention and purpose. While the story was taking shape, we pushed the colors to a place where they felt like milk-tea, so they had that rich look.

In terms of the photoshoot Hayley and I did, here’s what we were thinking: How can we create something seasonal that doesn’t feel too costumey or full-on Halloween, but something that feels more like fashion? How can we create a moment and mood that feels seasonal and impactful? I wanted these photos to stop people, even just for a moment. Whether you’re a Good Dye Young fan, a vivid hair person, a Hayley fan or focused on fashion, I want to make you pause for a moment and feel something!

For the Hayley shoot, I really wanted it to feel haunting, but not just Halloween. I wanted to create three unique characters that Hayley could embody as totally separate identities, each pulled in their own direction.

The colors inspired that, because they can be interpreted as hard and soft. I wanted to give each shade an environment where they could be both beautiful and grunge, and give the viewer the choice of what they take away from it.

In the end, I wanted each of the colors to emit an emotion that was unique to that color alone. 

I had already worked on the hair and makeup concepts, so I had an idea to build on. Hayley had the direction for the clothing she was excited for, and decided on three beautiful looks from Colleen Allen. Once I knew the wardrobe direction, I could play more with the structure of the hair and pair the colors with each outfit.

There was a witchy, ceremonial aspect that came out of this. For example, the braids really evolved out of an idea of spells and crafting magic. The act of braiding your hair is another example of a ritual that sets intention and allows you to be present. Always remember what your intention is."

Inspired by fog-laced forests, velvet-bound books, and the slow ritual of brewing tea, this autumnal collection is a soft-focus shift from loud, super-saturated self-expression to subtle storytelling.