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30 Years of Itely Hair Fashion

It&lY Hairfashion started in 1987 making the brand 30 this year. To mark the occasion the Fusaro family, owners of It&ly Hairfashion, hosted an international birthday celebration at the Teatro Nuovo Piazza San Babila in central Milan. The theme was passion, creativity and sharing success with the expanding IT&LY global family. Hair artists from all over the world flew in to take part in the stage show, which also showed a history of the company. We were also treated to an appearance from the Power Volley Ball team, sponsored by IT&LY Milan, a display from the Italia’s Got Talent street gym team, Team Burningate, some very exciting product launches and recognition to all of the international teams who help make the brand so successful.

Over a thousand hair stylists and It&ly Hairfashion teams piled into the theatre. The show kicked off with a history of the brand and a guided tour of all of the evolution of the It&ly Hairfashion brand and product development. The show was hosted by real life celebrity couple, Italy’s answer to Rochelle and Marvin Hume, Edoardo Stoppa and Juliana Moreira. Juliana stepped on stage with stunning azure blue running through her hair and this was a clue for what was to come.

The brand new Look book from Milan has just been launched and so it was only fitting that Milan’s Artistic team kicked off the show with Antonio Martorelli, fabio.cervesato. Simona and Nicola Scattolin, taking to the stage to show some of the cuts and colours featured in the new Verona collection. The stand out look from the collection was Antonio’s edgy yet feminine cut which had been coloured and blended with panels of red. This red look used two reds from the new range of extreme reds.  The ULTRA RED Collection has been launched in both Aquarely and Colorly 2020. The next exciting launch was the new Blossom Range of semi-permanent colours with seven shades that can be used vividly bright or pastelised with a clear diluter.

Fabio took to the stage to launch Blossom by beautifully winding hair extensions into a model’s hair rather like glorious bunting. Another model showed the collection in a more toned-down pastel version, delicately prepared beforehand by the artistic team. This exquisite ethereal look featured crimped texture, a staple on many catwalks and set to be the big trend for winter 2018. This time texture was added by winding the hair around pins and heating with a straightening iron.  Blossom was also used by stylist Guxim for his gents look. More and more men are experimenting with colour as the barber community catch on to colour use in their work. Once again from C’Blaze Hair,Taiwan, CC Lai created delicate pastels with Blossom but sported a more vibrant look to her own hair showing how versatile and mainstream vivids have become.

Two masters from the US took to the stage to once again show off the new Ultra Red collection. Gary Tenor has been a top stylist, educator and brand ambassador for North America for decades and Nick Trombetta joined the team in the 90’s as regional educator and is a passionate advocate for the range. Both created red looks. Nick using Aquarely and Advanced contrast and Gary showcasing the new Ultra Reds and Fuschia Cotton Candy shade from Blossom. Nick’s model showed a seamless blend of colours and play of light and darker reds that created a professional dimension to the hair. Nick calls this technique Babylage and is a hybrid of baby lights around the face and root and balayage mids to ends. It is this elegant combination of techniques, colour choice and understanding that sets the professionals apart and Nick acknowledges that IT&LY Hair colour gives him excellence in both effect and condition.

Kefah Ghanem from Dubai created an autumn leaves inspired look using dark roots and face framing reds to colour contour, blending into light red amber ends.

While from the UK Rosa Massimo and her team wowed the crowd, firstly with a pastel pink creation from stylist Louis. Unusual colours are important to master and clients seek a true artist for these shades. Louis curled and finished the look on stage. Rosa created a beautiful red look that was finished on stage. While the rest of Team Rosa Massimo worked on a theatrical show stopper of two opposing models. With masses of extensions and intricate weaving to create a spectacle and absolute show stopper, the credit goes to the very talented Rebecca Harvey. The UK does what the UK does best – creativity and eccentricity.

In between the hairdressing we were treated to an act fresh from Italia’s Got Talent – a kind of combination of workout, dance and strength. The UK contingent were delighted to watch our MD Neil Ruby and Sales Director Robbie Davies take their place on the stage to be given the 30th Birthday commemorative plaque.

We hope that you enjoy looking through the fabulous photographs from all of the hair artists that took part in the show. The takeaway message is to share success and learn from the It&ly community.

There will be more information about the new Blossom and Ultra Red ranges coming soon.

Please feel free to scroll through the rest of the photos showcasing a brilliant day in Milan