Nearly 2,000 hairstylists from around the world travelled to London, U.K., one of the world’s fashion capitals, for Wella Professionals’ International TrendVision (ITVA) 2017. Taking place on October 14 at Excel exhibition and conference centre, ITVA is an annual celebration of global industry talent.
This year, Wella Professionals (a division of Coty Professional Beauty) partnered with Salon International, the largest professional hair exhibition in the U.K.
Wella’s annual hairstyling competition challenged 82 finalists to compete live on stage in the categories of Color Vision and Creative Vision in hopes of winning Platinum, Gold, Silver and the People’s Choice Award for their respective countries.
The panel of judges for Creative Vision and Color Vision included Eugene Souleiman, global creative director of care & styling, Andreas Kurkowitz, the brand’s new global color ambassador as well as “the mother of modern hair colour” Annie Humphreys, who was also the recipient of Wella Professionals’ 2017 Lifetime Achievement Award.
A highly anticipated segment of the ITVA event was the Trend Reveal, which showcased the brand’s two collections for 2018: Brave New World and The Art of Thought.
The Brave New World collection showcased statement cuts and styles that have returned in innovative, new ways. The colours consisted of warm, neutral tones alongside bright copper, orange and coral tones, which reflect positivity. Wella showcased this trend using a colour technique called Nontouring Shift, which uses colour to soften edges and puts a spin on bolder looks to make them appear more flattering. Kurowitz says it’s a flexible technique suitable for men and women.
The Art of Thought collection incorporated technology and innovative products to bring out the talent of the hairstylists. The colours range from black, steel blues and grey to reds and nudes. Shadowing pure colours was a technique used to make the overall look monochromatic, while allowing you to see multiple tones.
Canada was proudly represented by the two Canadian finalists, John Carreiro and Daniel Grieco.