Silvana Imam fronts Björn Axén’s latest campaign, Unbroken

“Where are we going?” is the defining question of Unbroken, a campaign built around movement, purpose, and direction. At its core is Sleek Stick, a precision styling product designed as an on-the-go essential, delivering instant control, definition, and shine wherever you’re headed.

To mark the launch, the Scandinavian professional haircare brand unveils a cinematic campaign starring Silvana Imam, whose uncompromising presence and cultural influence bring depth and intensity to the story. Set against a stark desert backdrop, the film follows two women who meet by chance and choose to escape together – reimagining the classic runaway narrative through a bold, rebellious lens.

“Working with Björn Axén on Sleek Stick felt like a natural choice because they don’t try to force an ideal, they support individuality. Hair is one of the most immediate ways to express who you are and I’m drawn to that sense of control in motion. When everything around you moves, but you don’t lose yourself. That’s where this campaign lives to me.", says Silvana Imam. 

At the center is Sleek Stick itself: hair that remains polished, controlled, and precisely defined as everything else shifts, in motion, under pressure, and against expectation. In this moment, the product becomes a symbol of control, confidence, and intent.

The campaign also marks the first creative project from Björn Axén’s newly appointed Creative Director, Sebastian Brännén.

"For Björn Axén, this campaign represents a new chapter. The haircare category is over-indexed on credibility. Clinical language. Ingredient storytelling. Perfection as an end state. There’s room to loosen things up and bring some character back into it. A product can work perfectly. That’s expected. What’s more interesting is what it stands for. Sleek Stick is control in motion. A small object that holds your ground even if everything else shifts. Silvana embodies that energy naturally. There’s an integrity to her that can’t be staged. A refusal. She doesn’t break under pressure, she sharpens," says Sebastian Brännén.

The Product: Precision Styling in One Swipe

Sleek Stick is a versatile wax stick designed to instantly tame frizz, flyaways and baby hairs while creating a smooth, glossy finish. Developed for precision styling, it is ideal for buns, ponytails, updos and sleek looks.

The formula delivers medium hold, securing the hairstyle without stiffness. It washes out easily, leaves no visible residue and is enriched with marshmallow root extract, cocoa butter and grape seed oil to smooth, hydrate and enhance natural shine. The convenient stick format allows for quick, targeted application, perfect for styling on the go and easy to carry in a handbag for instant touch-ups.