Wella Professionals' TrendVision is about celebrating and elevating hairdressing talent through a styling challenge that takes place in locations around the globe, with local winners coming to one location, each year, to compete for an international title and to join their fellow beauty professionals in celebrating all things beauty.
For 2017, the Coty Professional Beauty division partnered with Salon International, the UK’s largest professional exhibition for the hairdressing sector, to present the competition and engaging stage show in London, a city known for its opportunity, diversity and colorful history.
“What we see happening in fashion is that it’s not about purchasing a new handbag but it is the reaction to what’s going on in the world. The more we are exposed to chaos and insecurity, the more fashion takes it from a positive side," says Reiner Sauter, Wella Professionals Creative Director. "What we are seeing happening is that trends are celebrating mindfulness, openness, kindness and truth. This results in fashion statements and expressions that put a smile on your face. This also changes how we are looking at beauty expressions. The runways and editorials are dominated by showcasing a wide range of ethnicities, gender expressions, shapes and characters. We at Wella Professionals and Coty Professionals Beauty are embracing this shift in how to express unique personalities through color. Our color palette for SS18 expresses a positive mindset by adding warmth to a very earthy base color. For AW18 we are much more determined in our color choices and are celebrating multi-tonal shades of grey, blue and red.”
The Trend Reveal, seasonal collections for the coming year, is always one of the highly anticipated moments of the Wella TrendVision program and the two showcased for 2018 are Brave New World and The Art of Thought.
“It’s great to see trends that encapsulate diversity, mindfulness and openness," says Laura Simpson, Chief Marketing Officer, Wella and Coty Professionals Beauty. "As an industry it’s imperative that we inspire people to express beauty in their own individual way.”
SS18 enters a "Brave New World" through the Nontouring Shift
For SS18 we rediscover solace and unity in our chaotic lives with seasonless, non-gender beauty. In this Brave New World statement cuts and styles are back, but not in ways they’ve been done before. The collection has a positive mindset, reflected in a warm palette of natural tones infused with bright copper, orange and coral. We use color to soften hard edges, making the most daring looks feel flattering and approachable. We call this technique Nontouring Shift.
“The thing that makes nontouring so exciting to work on is that it really combines cut and color in a way that you haven’t seen before. The technique is perfect to use in a salon environment because of its simple approach and flexibility for male and female clients," says Andreas Kurkowitz, Wella Professionals Global Color Ambassador
AW18 delves into "The Art of Thought"
In Autumn/Winter we approach everyday classics in a more considered and intentional way. It doesn’t matter whether something is handcrafted or made by machine, what matters is the meaning behind it, of the Art of Thought. For Wella Professionals this means using technology and product innovations to bring out the talent of the hairdresser. The color palette is much more intended, ranging from black, steel blues and grey through to reds and nude tones. It’s a monochromatic look, but up close you can see multiple tones, an effect we call shadowing pure colors.
“For this trends presentation I was inspired by traditional craft techniques, such as beautiful embroidery and braids and sought to reimagine them in a modern and contemporary way," says Renya Xydis, Wella Professionals Global Creative Artist from Australia. "Rediscovering and celebrating forgotten artisanal skills is a great way to expand and grow in your own creativity.”
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