Main Stage shows at Nordic Hair Awards and Expo 2019

Main Stage shows at Nordic Hair Awards and Expo 2019
June 27, 2019 Camilla Svensson

Inspiration from near and far at Nordic Hair Awards and Expo 2019

Wow, what a day it was at Nordic Hair Awards and Expo! At the Main Stage, 10 talented teams showcased the latest trends and techniques during the day. If you missed the day, or if you want to reminisce, scroll down to see some of the highlights from each show.

ZOOM BY ZOOM CREATIVE TEAM

SCHWARZKOPF PROFESSIONAL NORDIC COLOUR TEAM

HEADBRANDS LAB

AMERICAN CREW INTERNATIONAL ALL-STAR TEAM

INTERCOIFFURE NORDIC & DANISH TEAM

MARCELKLUBBEN CREATIVE TEAM

AVEDA GLOBAL ARTISTIC TEAM

KEVIN MURPHY GLOBAL TEAM

L’ORÉAL PROFESSIONNEL BY BJÖRN AXÉN

ZOOM BY ZOOM CREATIVE TEAM

The Danish Zoom by Zoom is known by its high-class education programs and its Academy. The Academy is without a doubt one of the best of its kind. Skills, art and business go hand in hand –combined with the long Danish tradition of design.

The Main stage-show was breathtakingly well conceived. The hair styles were pitch perfect with amazing precision cut-techniques applied. Layering-Texturing-Coloring: these were the ultimate finishing touches, but not without a certain twist! The carefully studied aesthetical ”disturbances” were an essential part of the concept. Viewers´ first impression was that something was left uncut, but it was all about exquisite and urbane visual shocks.

Zoom by Zoom updated the ironic style sometimes known as the Expensive cut-look. The haircuts were hard edged, knowingly biased and attractively sensual.

SCHWARZKOPF PROFESSIONAL NORDIC COLOUR TEAM

Schwarzkopf Professional and colour go hand in hand and the Nordic Colour Team inspired the audience with a wide range of wearable, beautiful colours. The technical colour skills of the hairdressers accomplished perfectly natural end-results. The pallet moved from icy whites and soft pastels, through natural beige tones and on to copper and intensive reds.

The Essential Looks trend collection ”Creating Tomorrow’s Hair Today” with the three sub-trends; Luxe Vibe, Feminine Active and Self-made Youth, was the base for the show that displayed proudness of femininity, volume and the self-conscious sensualism of liberated women. The hairstyles presented were breath-taking examples of the long and mythical tradition of long and curly hair. The careful application of the finishing products made the heavy curls elastically flexible. The swaying movement of the hair was perfectly tuned with the walk of the models.

Each one represented 100 % Red carpet-glamour. Seldom has one seen hues as refined and deep as in this show.

HEADBRANDS LAB

HeadBrands LAB was a refreshingly cool and commercially successful concept. Jonna Karjunen and Ari Koponen kept it rocking throughout the whole show. Floral maidens – and especially the Green Bride – were showstoppers. The eco-impression was made even stronger by the exhibition hall´s huge windows with all those trees swaying behind them.

Especially fresh were also the interpretations of the funky twist and casual grunge-looks. And as known, Four Reasons surely knows how to produce ethno-bohemian styles for all tastes. The company Miraculos spreads street smart In-house styles for the global market, and this was also what the audience at Nordic Hair Awards and Expo got a taste of.

It is evident that HeadBrands is rapidly realizing its own, unique role in the industry.

AMERICAN CREW INTERNATIONAL ALL-STAR TEAM

The grooming business is booming. Men want to look like ‘men’ and feel handsome and irresistible. Beards are carefully and tenderly groomed power symbols and the present-day hipster-male is a playful and gender-happy boy next door.

American Crew celebrates their 25-year anniversary this year and at Nordic Hair Awards and Expo the International All-Star Team, led by Danish Kevin Birk, showed a broad range of men’s barbering, hairdressing and grooming.

There was a parade of ”ordinary” guys at the stage. Many of them were street casted to represent a diversity of individuality, ethnicity, structure and texture. The context was made of Rock ´n’ roll and bikes. The romantic myth of the eternally free and wild on the road-masculinity was tenderly cherished throughout the show.

INTERCOIFFURE

NORDIC TEAM

The Frequencies-collection was created by the Nordic Art Directors this spring in Helsinki and the end results on stage were staggering. The artists behind the show were Ara Koivula from Finland, Morten Jensen from Norway, Susanna Buske from Sweden and Mariann Klein Ivarsdottir from Denmark.

The meticulously perfect hair styles were choreographed with a fierce elegance. Even the ones in the audience, who thought they had seen everything imaginable before, were overwhelmed and surprised. The show obeyed its own, unpredictable laws.

One thing they made us sure of: technology is contagious. Some of us may already be half robots. Or cyborgs. The new natural is artificial. Where is the line between organic and nonorganic? The Frequencies-show was a masterpiece, indeed.

DANISH TEAM

The Danes presented a mind-blowing fantasy-collection, which everyone just loved. It was a Midsummer Night cocktail of neo-primitivism and fantasy games. The capability of hairdressers to explore and present their models’ mindscapes is limitless.

The Danes presented such a melange of costumes, make up and coiffures, that the audience often forgot they were following a hair show. The themes of Underworld Wonders and Fairy Fauns was unforgettable, and fun!

MARCELKLUBBEN CREATIVE TEAM

Danish Marcelklubben was founded in 1926. Back then, eleven professionals united their talent and skills. Today Marcellklubben is the oldest of its kind in Denmark and has 55 members.

At Nordic Hair Awards and Expo Marcelklubben staged styles and looks from the twenties till present day. The show was a cornucopia of eye candy. The hair styles were historically perfect with a whiff of contemporary cool. Past fashions and styles are the fantasy material of today.

It was both a fun and clever lecture about waves of styles and attitudes during the last hundred years. It would have been the perfect lesson for all students of the hairdressing profession. Besides that, it showed that the Danes really know how to have fun.

AVEDA GLOBAL ARTISTIC TEAM

Freedom of expression and fireworks of colour! Global Artistic Director Hair Colour, Ian Michael Black, and Global Artistic Director Makeup, Janell Geason, from Aveda showcased creative hairdos with exciting colours. Playful accessories, bold colours and glitter captured the audience.

The Carnival of Recycling, said one member of the audience, and how right she was! When flea markets, ecology and the best of tuning skills are put together the result looks somewhat like the show Worldhood created by Aveda Global Artistic Team. This is the perfect look for every Instagram addict. Newstalgia, Craft couture and Worldhood – these are the key concepts to remember.

Aveda interprets hair on an international level. The young people want natural hair colours and makeup, but what is defined as natural has changed. Blue and pink can be as natural as blonde or brown depending on technique and style.

KEVIN MURPHY GLOBAL TEAM

Kevin Murphy Session Master, James Nicholson from Australia, and Marianne Jensen from Denmark had sought inspiration by big fashion houses, like Louis Vuitton and Marc Jacobs, for their show from Nordic Hair Awards and Expo. The show displayed strong hair colours and references to the 60’s and 70’s, which is big in the fashion and hair industry.

Texture and bold contrasts. According to James and Marianne, hair and beauty should evoke emotions and memories, and the COLOR.ME Collection 2019: CRYSTAL.TWILIGHT managed to induce the audience with both. The show was sophistically cool with an upscale hippie vibe. Jade green tones in combination of multiple other colours totally popped, and the model in all around pink was a real power statement.

Besides putting on an amazing show the team took some time to tell the audience about the importance of recycling and how to create a sustainable world for future generations. Kevin Murphy is a part of the O.W.P. project, supported by the UN, that collects plastic from the world’s oceans.

L’ORÉAL PROFESSIONNEL BY BJÖRN AXÉN

We are French! L’Oréal Professionnel teamed up with Swedish Björn Axén for a Nordic twist on their French heritage. Sporty dancers got the crowd started before Peter Hägelstam, owner and Creative Director at Björn Axén, entered the stage. Peter’s finesse and technical skills are truly impressive, and the show did not disappoint.

At Nordic Hair Awards and Expo L’Oréal Professionnel and Björn Axén showed natural and wearable and hair, something you can imagine taking from the catwalk to the streets of your favorite big city. The range of different hair styles was wide, and all with that special ‘je ne sais qui’. The team showed everything from modern short styles with short fringes á la Tintin to classic, feminine long hair with waves and lots of volume.

Text: Kaj Kalin and Gunnhild Bjørnsti (edit: Camilla Svensson)
Photo: Kai Sairanen, Peter Bondo Gravesen and Alexandra Malmborg