WELLA PROFESSIONALS REVEALS TOP HAIR TRENDS FOR 2014
Welcoming a New Era of TrendVision Providing More Opportunities for Inspired Stylists
NEW FOR 2014:
As a trailblazer in styling and color trends, Wella’s predictions consistently hit the mark, making their way onto the runways, red carpets and the streets. This year Wella Professionals is taking this advanced trend leadership one step further and embarking on a fresh TrendVision era, introducing a revised program format that invites hairdressers into their world of innovation and inspiration. Rather than deploying one annual theme with four corresponding trends, Wella will now unveil two seasonal movements: one representing Spring/Summer and the second reflecting Autumn/Winter – similar to that of a fashion designer’s collection. Additionally, within each of the movements there will be three collections created, each offering a unique interpretation of the trend.
- Seasonal “Pret a Porter” - Obtainable looks that enable stylists to bring the trend to life, creating professional color, cut and style in their salons.
- Editorial Trend Styles - Showcases the styles seen on the catwalk as translated through the fashion industry.
- Haute Couture - The highest level of creative expression designed to showcase and to inspire a full spectrum of creativity.
SPRING/SUMMER TREND: URBAN NATIVE:
Defined as a techno-savvy, but nature-connected woman, the urban native is de-cluttering, slowing down and listening to body and mind, while reconnecting with life.
From a styling perspective the Spring/Summer 2014 trend offers a “deconstructed, very natural feeling to the hair with textures where they should be. Hair isn’t ironed flat or over-styled – it’s natural, pretty but a little bit edgy. The style is much looser and much cooler, which reflects the personality of the girl who wears it,” notes Souleiman.
From a color point of view, the Urban Native movement shifts the hair color palette by transitioning away from bright and intense colors into soft corals and bleached pastels – a look that Woods says is “very soft pastel that almost has a washed out quality.”
An easy introduction to the feel of Urban Native is Eugene Souleiman’s interpretation at Peter Som Spring/Summer 2014, where the hair highlighted a natural balance of texture but was designed with a city girl in mind. Eugene kept the hair looking effortless and cool, focusing on the beauty in imperfection. The hair was scraped back with no parting, then tied in a quick knot at the back and deliberately left looking unfinished.
AUTUMN/WINTER TREND: BORDERLINE BEAUTY:
The Borderline Beauty movement breaks down boundaries and introduces a new definition of beauty where greys and muted tones, combined with a handsome aesthetic, underscore the notion of a rebel without a cause. It crosses the line towards a more unusual aesthetic and forges access to an almost impossible beauty ideal, exposing an unfamiliar vision of the future.
From a styling point of view “there is almost a no-nonsense feeling about hair and the attitude is more definite. It has a kind of stronger, rebellious attitude and with that comes new values of beauty,” notes Souleiman.
When it comes to color, the movement leverages grey as a catalyst next to brighter colors, Woods notes of the Borderline Beauty color, “there is the feeling of a dichotomy between something handsome and something very beautiful. There is a sense that you can have really muted tones against something very solid and what’s interesting and feels really new, is this introduction of grey. Grey as a recessive color can make even natural colors look quite different.”
The trend was depicted perfectly on the Jeremy Scott Autumn/Winter 2014 runway as the hair look broke against fantasy and moved towards a renewed fashion look that was androgynous, raw and unpredictable punk. The hair was dramatically slicked back to create the illusion and texture of wet hair but in a natural, believable way, delivering bold, yet effortless results evoking the rebellion of Borderline Beauty.
INTERPRET THE TRENDS:
Stylists can bring their vision of the Wella 2014 trends to life at one of the most prestigious events in hairdressing, The North American TrendVision Awards, where both emerging stylists and the most masterful colorists are recognized on a spectacular platform. They can compete in one of three categories: Color, Young Talent or Student. Winners in each category will be awarded gold, silver and bronze and select gold winners from around the world will have a chance to represent their country live with an all-expense paid trip at Wella’s International TrendVision Awards (ITVA). This year, the North America gold winners in the Color category for both Canada and the U.S., as well as the gold winner for Young Talent from the U.S. have been chosen to represent North America live on-stage at Hairworld for Wella’s ITVA competition in Frankfurt, Germany
Additionally, for the first time, all gold medal winners selected to compete at ITVA will automatically win a customized mentoring program with Wella Professionals to prepare contestants for the challenges of the international competition. They will also receive training, marketing support and the chance to take part in Wella events throughout the year, such as styling backstage during New York Fashion Week.
Wella Professionals Trend Vision provides unique inspiration to stylists and women as these looks evolve into the latest in cutting-edge hair fashion with influential iconic imagery created for hairstylists by hairstylists. To enter, stylists are asked to fill out an entry form by May 15th, 2014 online at http://www.bloom.com/wella-trendvision.
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Tracy Green / 212-891-0404 / firstname.lastname@example.org