We all wonder what our next chapter will look like—imagining the shifts, the steps, the version of ourselves we’re stepping into. Reinvention is a natural part of being human. For fashion creator and entrepreneur Jelena Weir, the time of transformation is happening now.

“I’m in a season of building and growth—personally, professionally, and spiritually,” says Weir. “I’m nurturing my son while also finally giving life to ideas I’ve held onto for years. Recently, I’ve started trusting myself more, and that shift has changed everything—the way I move through life, and the quality and pace of what I create.”

Big inner shifts often call for shedding the outer shell—and stepping into a new version of yourself. As part of her transformation, Weir felt drawn to take her light brown hair to a richer, deeper hue. “I wanted to feel more grounded, and for some reason, darker hair felt like home,” she says. “I’ve changed so much over the past couple of years, and this just feels more aligned with the depth and maturity I’ve grown into.”

But there’s a deeper reason she felt compelled to switch things up. “I had a tarot card reading and was told to stop comparing my [current self] to the old version of myself. And that really hit me. So this hair transformation symbolizes release. Letting go of an old version of myself that I don’t need to carry anymore.”

For Weir, her hair became the canvas for outward change—a reflection of the evolving relationship she has with herself. “I invest in it more than I used to. I experiment more freely now, without worrying so much about the outcome,” she says. While she’s always been open to playing with shape—rocking everything from a bob to baby bangs—color was uncharted territory. Aside from the occasional highlights, she hadn’t explored much.

To bring her new vision to life, Weir worked with Schwarzkopf® colorist and stylist Josie Vilay to create a warm, dimensional brunette. “My hair naturally has a bit of warmth, especially in direct sunlight, and I wanted to enhance that,” she says. “I trusted Josie right away—she noticed those tones immediately and helped guide me toward something that would really complement my complexion.”

To get the depth and brilliance Weir wanted, Vilay picked Schwarzkopf® IGORA VIBRANCE®, a state-of-the-art demi-permanent color that delivers multi-tonal results and vibrant shine, and is formulated without ammonia and alcohol to maintain the integrity and health of the hair.

For Weir, the vibe in the salon felt calm, intentional, and collaborative—everyone was focused on achieving the most beautiful result. “You know that feeling when you walk into a space and can just sense the good energy?” she says.

Still, she had some hesitation about going darker. “I was a little nervous about losing my natural shine—sometimes darker colors can feel flat or dull,” she admits. But IGORA VIBRANCE delivered just the opposite. “My hair was silky soft, so shiny, and healthier-looking than it’s been in a long time. I’m obsessed with my new rich chocolate brown shade.”

Weir gasped the first time she saw herself in the mirror after the transformation. “In a way, I felt like I looked more like myself—if that makes sense,” she says. “Like the outside finally caught up to the shift that had already happened inside.”

This change wasn’t spontaneous—it was intentional, planned with purpose. And now, standing in her new look, Weir feels affirmed. “It wasn’t impulsive. What I feel now is a quiet, powerful kind of confidence,” she says.

Though the world sees a new look, the real transformation began long before the salon visit. “I’ve been craving more depth in every part of my life—how I show up, how I spend my time, what I say yes to,” she shares. “This felt like a way to honor all the inner work and growth that no one else sees. Now, I’m matching that energy on the outside too.”

Photography: BDG Studios