Featuring cutting-edge hairstyling and colour, Wella Professionals’ presentation at the 29th Contessa Awards featured recreated looks from iconic hairstyles, such as the classic bob and fingerwaves, from the ’20s, ’60s and ’80s. To elevate the looks, the Wella team added modern styling and colour elements, such as stenciling and intricate braiding. The brand also transitioned through the eras by incorporating multimedia imagery and music to highlight each one.
“The ’20s was all about black and white, while the ’60s was a transition into the age of colour, TV and pop-art, and the ’80s was going into digital age,” says Sherman Wong, creative director for Wella Professionals’ presentation. “For the ’60s, the colour story is very vibrant—patterns on the hair and lots of colour blocking. For the ’80s, it’s more of the party scene, so we wanted to bring out some grunginess and showcase the vibrancy of the era.”
The Wella team incorporated the brand’s Koleston Perfect Innosense and Instamatic colour lines, along with Color Fresh Create—a new semi-permanent colour line that is launching in January 2018. The presentation also showcased a range of textures—from sleek and shiny to crimped and voluminous, using ghd’s line of styling tools.
“When we prepared, we researched a lot because we wanted to inspire the audience through our presentation’s storyline,” says Wong. “That’s the same advice I would give people trying to enter the Contessa Awards. You need to find some inspiration and icons that influence your work to help you evolve.”
Photos courtesy of Salon Magazine, Maja Hajduk, Joel Clifton, Aidas Rygelis and Emma Sangalli