Alter ego celebrate their 30th anniversary in malta – here's what we saw
Published
06th Jun 2018
by charlottegw
More than 500 hairdressers descended on the island of Malta for three-days of inspiration, networking and education to celebrate Alter Ego Italy’s 30th anniversary.
The event started with seminars by Ferrari’s performance coach, Luigi Mazzola, who talked motivation, building a brand on winning results and the importance of team work, while trend specialist Vittorio Masciarelli discussed trends in fashion and beauty for the coming year, how they can work for the client and how to interpret them for everyday life.
Brand director Nicoletta Peruzzo welcomed everyone to the Mediterranean Conference Centre and talked about the industry changes the brand has seen in the past 30 years – and the exciting plans to come. New products, new trends and new collections were revealed, emphasising the company’s commitment to the environment with its eco- and vegan- friendly ingredients.
The company behind the brand, the Pettenon group, was founded by the Pegorin family 42 years ago, but it was sons Gianni and Federico who brought the brand to life in 1988 and are still at the helm of the company. The brothers have spent the past three decades fusing science and beauty, resulting in a range of innovative colour and luxury styling products.
A spectacular show by international creative director Leonardo Rizzo, assisted by Rudi Rizzo and the Akadamia team, saw more than 25 models walk the runway, revisiting old styles and mixing them with modern techniques and colours.
Leonardo and the team cut hair direct from The Story SS18 collection – Rebirth with its soft, feminine and girlish charm, while Androgen was a nod to the non-conformist, with a personal and authentic influence.
Leonardo and the team cut hair direct from The Story SS18 collection – Rebirth with its soft, feminine and girlish charm, while Androgen was a nod to the non-conformist, with a personal and authentic influence.
The AW18 Rebirth and Androgen looks were also revealed, with a play on textures and zero- gender influences. “These looks are neither masculine nor feminine – barbering techniques can be elegant on women’s hair,” Leonardo explained.
So what are the trends for AW18? Leonardo predicted curls will be in demand for women – soft, flowing waves that are wearable and touchable – with longer styles for men featuring manipulated natural texture rather than hidden and smoothed.
The Great Ward in the historic La Sacra Infermeria was the setting for the gala dinner, which saw a medieval fanfare, a welcome by Order of the Knights and gigantic celebratory cake ceremonially carried through the former hospital.
The celebrations finished with a cruise around the island, with a toast to the Italian brand’s future, vision and innovation.
The Great Ward in the historic La Sacra Infermeria was the setting for the gala dinner, which saw a medieval fanfare, a welcome by Order of the Knights and gigantic celebratory cake ceremonially carried through the former hospital.
The celebrations finished with a cruise around the island, with a toast to the Italian brand’s future, vision and innovation.
