Wella Professional’s annual International Trend Vision Awards gathering brought thousands of stylists from around the world to Madrid for a long weekend of inspiring hair, including competition among their best artists and trend presentations from the top creative teams.
Before announcing the winners of ITVA 2012, the company introduced the new trends for 2013. Created by the Wella Professional Global Creative Directors, Eugene Souleiman and Josh Wood, the trend encomapsses four “characters” rooted in the world of music, where colour and sound are inextricably linked. With the idea that sounds and songs can evoke a feeling, smell, texture, colour, time or place, the trend was inspired by the interplay between the senses.
For spring/summer 2013, the trends are Fusion—East meets West, an eclectic culture clash—and Decibel—a creative free fall, pushing the boundaries between colour and shape into deliberate dissonance. Of Fusion, Souleiman says, “We are taking very traditional eastern elements and styling hair and fusing them with a slightly western eye and western technique. It’s incredibly structured but there is something really very spontaneous and random about the color. I think the combination of those two elements work extremely well.”
For fall/winter 2013, the trends turn solo, to the inner world of imagination. Echo is precise and minimalist, while Allegra belongs to the bright world of the decadent elite. “Echo is a very much a girl that is dancing to her own tune,” says Souleiman. She is a very complicated character, quite intelligent and extremely introverted.”
The weekend also offered an opportunity to preview upcoming launches, including an in-depth look at the new Illumina colour line, coming in early 2013 to Canada. Already making waves in the industry, it is a brand-new, permanent formula inspired by light and offering incredibly shiny, natural, luminous results. “‘This really is the ‘Colorists Colour.’ Once you have tried working with it as a hairdresser, you will never want to be without it again,” says Wood.
The event ended with the announcement of the 2012 ITVA winners, including Canada’s Philip Ferreira, who took home the top award of the night!