The event, which took place at The Station in Berlin, forms the finalé of Wella’s International TrendVision Award (ITVA), and celebrates the best colourists and young talent in the industry. The live experience was designed to continually transform around the audience, with the catwalk evolving for every show.
The S/S Molten Ecaille and A/W Bronde Luxe trends were revealed in a live show, brought to life through a combination of staging and projection.
Reiner Sauter, Wella creative director, said: "This year was about opening Wella up, sharing our creative secrets with our colleagues to inspire and elevate the industry. By partnering with Jack Morton, we were able to create a truly inspirational experience for everyone, in Berlin and beyond."
Further elements of the live experience at Wella TrendVision included a Sebastian Professional catwalk show featuring an architectural light installation; a 100m ‘Model Gallery’, giving close-up access to the final ITVA looks; live hair workshops with leading stylists; interactive installations that unpacked the trend stories; and an immersive red-carpet experience.
Jeavon Smith, creative director for Jack Morton Worldwide, said: "Wella creates a rich and inspirational vision for future trends. Our idea was to unpack all that creativity: going behind the scenes — showing the inner workings and curating a collection of editorial moments on the catwalk that form a rich, immersive experience both on and offline."
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