Each season at Fashion Weeks across the globe, Wella works closely with designers on creating model finishes and styling backstage—but ALSO on the hair color.

While at Wella’s International Trend Vision in Barcelona, Josh Wood, Wella’s global creative director for color, explained to us how he has found a way to create more of a permanence of color trends seen on runways and worked them into his ateliers and salons.

“When we move season to season with styling backstage, it’s almost like you give birth to something at these shows that gets left behind,” Wood says.

“But color lasts longer than styling and I wanted to translate the permanency of that change in color to influence hairdressers.” 

Through Wood’s hashtag #wellacolorblast, he takes catwalk color and shares formulas, techniques and color palettes seen in fashion, nails and hair color to reach the hairdressing masses and help colorists across the globe feel a part of that color creation.

Wood also translates these color trends from the catwalk into services and client consultations at his ateliers and salons. In the video here, he explains why it matters.