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ITVA 2016: Wella Professionals International Trend Vision Awards Recap

Maggie Mulhern | November 28, 2016 | 9:53 AM
The "New Norm" interpretation of the Past Forward trend presented by Hester Wernert-Rijn.
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The "Ultra Contouring" interpretation of the Optical Illusion trend by Dmitry Vinokurov.
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Sebastian Global Art Directors Directors Michael Polsinelli and Shay Dempsey create a dramatic look on stage during ITVA 2016.
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Sassoon's Mark Hayes putting the finishing touches on a model.
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Master Of Ceremonies Patrick Cameron takes a selfie during the Parade Of Nations at ITVA 2016.
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The 14th International Wella Professionals Trend Vision Awards (ITVA) wrapped up this fall in Barcelona, Spain where 1,400 salon pros gathered to celebrate and encourage the 80 competitors from 45 countries. The 2016 competition was intense. More than 8,000 artists applied and after several regional and domestic legs, were eventually invited to participate in the live competition.

The winners: 

Color Vision (evaluated on color technique and overall look and vision):

PLATINUM: Darren Lacken, Crow Street Collective, Ireland

GOLD: Jenni Kujansuu, SÄVY, Finland

SILVER: Mana Dave, Blaze, New Zealand

BRONZE: Hayley Austin, Toni & Guy, United Kingdom

PEOPLE’S CHOICE: Bogdan Gherasim, Iulia Salon, Romania

Creative Vision (evaluated on creativity and overall look and vision):

PLATINUM: Manuel Sunda – La Bottega Dello Stile S.R.L.S., Italy

GOLD: Laura Harju – Prof Tampere, Finland

SILVER: Hiroaki Matsuo, Screen, Japan

BRONZE: Nadine Röver-Eilmes, Kaschke Die Friseure, Germany

PEOPLE’S CHOICE: Reina Quinones Vila, Estrellisima Salon, Puerto Rico

The award ceremony was shouldered by outstanding education and inspiration. Patrick Cameron, ITVA Master of Ceremonies, continued to run the show seamlessly to the live audience and estimated 7 million on-line viewers. Everyone got to see the four other shows presented during the program:

  • Alexis Ferrer offered an iconic tribute to the city of Barcelona, sharing futuristic silhouettes accented with neon and pastel shades. 
  • The Sassoon Academy presented color focused finishes after challenging 5 colorists on stage to add dimensional color within 30 minutes. Mark Hayes, International Creative Director, transformed a model on stage with classic Sassoon lines including a powerful fringe and nape with graphic lines and internal dimension.
  • The HOB Academy delighted with shapeshifting artistry, featuring outstanding silhouettes and color designs.
  • The Sebastian Professional finale celebrated strong shapes created with powerful products and enhancements through the artistry of Global Art Directors Directors Michael Polsinelli and Shay Dempsey.

While the announcement of the winners is the highlight, the other most exciting moment of ITVA is the 2017 trend reveal designed to be reimagined by competitors for the following year. The Wella Professionals creative team have come up with two trends that are exciting to the professional while offering consumer appeal.

The two trends that debuted for 2017 are:

“Optical Illusion” for Spring/Summer, which is all about contouring and celebrates the brave and bold individuality of today’s client through looks that are real, ultra-real and surreal. Color designs in this collection alter shape to create an illusion of the eye. This trend was brought to life by Dmitry Vinokurov, Wella Global Creative Artist from Russia, with his own interpretation called “Ultra Contouring.” Said Vinokurov, “Contouring is a technique that I have been experimenting with and evolving over several years. I am endlessly fascinated by the potential of using color to create Optical Illusions, such as enhancing a face shape or elevating a haircut.“

Past Forward” for Fall/Winter features neutral tones with a color wash designed to mute and soften the shade. The looks in this collection are not over-groomed or perfect. Soft simplicity creates the ideal canvas for color and styling, celebrating the sensuality of imperfection. Hester Wernert-Rijn, Wella Global Creative Artist from Netherlands, presented her interpretation of the trend with her collection called “New Norm.” Inspired by ancient medieval craft techniques, such as beautiful embroidery and braids, Wernert-Rijn adds that she “Sought to re-imagine them in a modern and contemporary way. Rediscovering and celebrating forgotten artisanal skills is a great way to expand and grow in your own creativity.”

There were multiple highlights throughout the evening, including the Parade Of Nations where models and competitors take the stage with their flags and proudly display the finish look with head to toe fashion and beauty (including nails!)

In addition to all of the above, a Lifetime Achievement award was presented to salon industry icon Robert Lobetta. Hairdresser, photographer, rebel and artist, he is one of the elite talents who has shaped the world of international hairdressing. Fighting the restrictions of conventional training, Lobetta tossed aside the “expected” and recognized his own spirit in the creative explosion of the London fashion scene. An editorial session stylist, Lobetta extended his exploration of the boundaries of hair and art in his collaboration with Geri and John Cusenza, as Creative Director for Sebastian in Los Angeles. The iconic images he created challenged and inspired generations of hairdressers. For many hairdressers today, Lobetta’s Sebastian work is what motivated them to push beyond the boundaries of the craft to become genuine image-makers.

About ITVA 2016 overall, Sylvie Moreau, President, Wella and Coty Professional Beauty, said: “The level of creativity and artistry showcased this year was truly breathtaking, showing just how important this program is for nurturing talent. We will continue to support and develop the artists and craftsman amongst us through education, mentoring and inspiration. Congratulations to all the winners. Beauty is not only skin deep, and everyone tonight proved it from all their heart.”

The 2017 ITVA will be held next fall in London. To see more exciting images from the show, check out the following hashtags: #TrendVision, #iTVA and #WellaLife; and handles: FB @WellaUSA, [email protected], Twitter @Wellausa.

Master Of Ceremonies Patrick Cameron takes a selfie during the Parade Of Nations at ITVA 2016.
Master Of Ceremonies Patrick Cameron takes a selfie during the Parade Of Nations at ITVA 2016.
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