Creative direction and hair styling: Giannandrea
Color: Amber Hope Robertson, Luis Alcocer, Desirre Escobedo
Photography: Maurizio Bresciani; assistant: Nicole Pizzetti
Makeup: Stefania Pacciana, Rodrigo Souza
Fashion styling: Denise Shedrick, Dina Elliot
The In Italy color manufacturing plant, based in Brescia, Italy, was founded in 1996 by Giovanni Mogni, an engineer with a fascination for machinery. He saw an opportunity in the production sector to improve efficiencies in the way hair color was produced.
Fast-forward several successful decades and Mogni, along with his children (Simonetta, Alessia, Giulio, Silvio, Paolo), now run the In Italy color manufacturing plant near the bustling city of Milan, where R&D and production for hundreds of global hair color brands are housed, created, produced and packaged.
In addition to running the facility, the Mogni family also created their own hair color brand, ColorDesign, which is the culmination of the family’s color know-how, expertise, passion and vision for hair color.
Along with a group of educators and salon owners, I was invited to Brescia to tour the plant, to witness the level of quality and efficiencies, and to understand the heritage and evolution of Italian-made hair color.
Like you, when I heard factory, visions of concrete, bad overhead lighting and a chilly warehouse came to mind. The whole team was in for a surprise—a sophisticated, high-tech, futuristic backdrop served as the location with Ferraris, bottles of Dom Pérignon, espresso machines and relics from Italian ruins sprinkling the backdrop.
Flying in famed session stylist Giannandrea to take the lead on creative direction, we also planned an incredible on-location photoshoot, capturing both polished studio shots to be taken inside the manufacturing facility, followed by street shots of our models in the city center.
Exactly 24 hours before our photoshoot, we went location scouting in downtown Brescia to test the lighting and find the perfect spots with a limited window of golden-hour sun. I got to play model while Giannandrea was the photographer.
It’s exciting to see the collection come together, from our test shots seen here to the final model finishes, it was the ultimate Italian experience of beauty, fashion and culture.
—Alison Alhamed, editor in chief