Known for cutting-edge style, America’s Beauty Show (ABS) has introduced its CHICAGO collection for the March 28-30, 2009 event at McCormick Place Chicago.

Cosmetologists Chicago (CC), the salon professional association that owns and produces ABS, enlisted Chicago native Luis Alvarez, co-founder and vice president of creative for Aquage, and his team, to create and photograph the collection.

“Because of the magnitude of ABS and the city of Chicago that is its home, my goal was to enhance the event for salon professionals with a visual identity,” says Alvarez. “We chose to use the vibrancy of the city of Chicago for our backgrounds and to showcase everything Chicago offers visitors.

“Even though ABS has an international reputation as a leader among salon industry events,” added Alvarez, “its roots are firmly intertwined with the ‘City of Big Shoulders.’ Both have a great history of always pushing toward the future. We want professionals to see the combined energy of Chicago and ABS through hair, fashion and make-up.”

The 2009 ABS CHICAGO collection features four categories of hair design: consumer looks; controlled edginess; extreme texture; and avant-garde. Curves and linear shapes identify with the spectacular new high-rise buildings in downtown Chicago, while more angular forms relate to the architecture of Chicago’s treasured past.

“It’s hair that stylists and consumers alike say, ‘wow!’ when they see it, and professionals will know they’ll see lots more like it at ABS,” says Alvarez. “I’m proud of this collection—as a hairdresser, photographer and Chicagoan-at-heart. “

To receive free admission to ABS, salon professionals can join CC. Membership provides many other benefits for a full year. For details or to register for the 2009 ABS, visit www.AmericasBeautyShow.com, or call 800-883-7808 or 312-494-3040.
ABS 2009 Chicago Collection
ABS 2009 Chicago Collection
ABS 2009 Chicago Collection
ABS 2009 Chicago Collection

Hair: Ann Bray
Hair assistant: Deena Nicely and Joe Paciorek
Photography: Luis Alvarez
Photostyling: G’bani (Chicago); L’Impasse (New York)
Make-up: Wanda Alvarez
Production: Don Wismer