24 editors from around the globe just attended the WELLA BACKSTAGE TOUR, a press event to share with the professional salon industry how Eugene Souleiman, Wella Professional Global Creative Director Care and Styling and Josh Wood, Global Creative Director of Color, have impacted the looks seen on the runways these past several seasons. Souleiman himself, after creating looks for 31 shows throughout the US and Europe for the fall/winter 2010 collections, has been the stylist to set trends and fresh looks that will be seen not just on runways, but on the streets of cities and towns across the United States.
|Josh Wood chats up Maura Lynch from Elle, Mary Atherton, Wella and Maggie Mulhern|
The one day, info overloaded event was held this past Wednesday in Frankfurt and Darmstadt, Germany. The morning featured a demonstration and runway presentation of Souleiman’s favorite silhouettes from the recent shows followed by a runway presentation by Josh Wood of his favorites shades and creations from the past shows. In the afternoon, we were taken to Wella headquarters in Darmstadt for a tour of the Wella Museum, the Wella labs and test and technical centers. In this “scientists playground”, we were treated to fascinating slide shows of cross sections of hair both before, during and after coloring services; and learned of color formulations from the creators themselves. We met many of the colorists and clients working with new shades from semi to permanent in half head tests.
Just 2 editors were invited from North America. Modern Salon was the only professional magazine invited from the US (I was joined by Elle Associate Beauty Editor Maura Lynch). I can’t speak for Maura, but I’ve seen hundreds of fashion shows and have been on dozens of lab tours, but this one day kind of blew my mind. We were treated to the true “backstage” perspective from one of the most important stylists to ever hit the “backstage” world of hairdressing and from one of the most influential colorists responsible for some of the most significant color designs on key runways around the world. It was easily one of the best press events I have ever attended.
|Eugene Souleiman finishes his “Jeremy Scott” model on stage at the WELLA BACKSTAGE TOUR|
|Eugene Souleiman’s models hit the runway during the WELLA BACKSTAGE TOUR|
|Josh Wood discusses his favorite blonde shade from the most recent runway shows.|
|Josh Wood’s color models strike a pose.|
|In the color lab at the Wella headquarters in Darmstadt, Germany. In the photo: Stephan Fiedler, Color Formulation|
|In the analytical lab at the Wella headquarters in Darmstadt, Germany. In the photo: Karl-Uwe Schmidt, Microscopy Lab|