They are a family exposing their - professional - lives before the cameras but don't dare call them the Kardashians.
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The Ciaccia clan of Axis Hairdressing fame are bankrolling an "internet-based documentary" that is more about elevating and celebrating the profession of hairdressing and along the way showing Canberra as a funky, sophisticated city.
The salon's founder Gianni Ciaccia features in the YouTube series Tease with nephew Adam and niece Nicole who both work with him in the city salon. And they are all keen to dismiss the idea they are doing it for frivolous reasons.
"I think a lot of people have a misconception this idea is about some kind of fictional reality television show and we're seeking fame and notoriety within the community. It's actually the complete opposite," Adam said.
"It's about showing that what we do is a serious career and a serious profession. Our whole focus is hairdressing and Canberra.
"Canberra is not just about politicians and government workers. There are a lot of young business people like us, cafe owners, restaurants owners, and I don't think they're stories are heard. And we thought, 'Let's just see where this goes'."
Jamie Wilson, the founder and director of the Coordinate agency, first suggested the idea of Tease because there was an appetite in Canberra for local success stories told in a different way. It was also a means to show another side to Canberra from the boring stereotype.
"I think if we had more people like these guys we wouldn't have the level of Canberra-bashing and negativity that we do. I think they're a really good example of the level of talent that's in this city," Mr Wilson said.
Coordinate managing editor Alex Tricolas is overseeing production of Tease which will show the staff as they move towards opening up a second salon in Lonsdale Street, Braddon.
"You couldn't do this with anyone," he said. "They know a lot of people in town, they're pretty funky, they've got a lot of passion and they've got a great dynamic and that's why it's working."
Gianni Ciaccia started Axis Hairdressing in 1991 on the corner of Barry Drive and Marcus Clarke Street in a building owned by Terry Snow.
Giannie began hairdressing 35 years ago when hairdressers such as Vidal Sassoon were stars. He left the profession for a period, disillusioned that it had lost some of its cachet, but was persuaded to return with the encouragement of Snow who helped with the start-up costs of Axis.
"People like Gianni and a lot of people around Canberra have been doing really cool stuff for a long time and it's gone unnoticed for the most part," Nicole said. "Those of us who do business here have our back up a little bit that people think Canberra is boring and nothing hip happens here and everyone is a government worker or at uni just long enough until they get out of here. There are hip people here, people with really good ideas in all areas, not just hairdressing."
Gianni said he was old-school and needed some convincing to be in Tease. Now he loves it.
"At the end of the day, I am a businessman I saw the value in it business-wise," he said.
"It really is about getting people into our industry."