The historical town of Parma in northern Italy is famous for food and wine. Now it is also for being the home of sustainable beauty brand Davines! Renowned for hair and beauty products made with integrity, Davines has moved into its long-awaited new headquarters. The Davines Village celebrated the achievement in style. They have invited more than 3300 hairdressers from around the globe to attend the World Wide Hair Tour 2018 hosted at the expo centre nearby. Phew! We admire their passion and went along to enjoy a packed weekend of hair happenings.
As well as plenty of opportunity to visit the village itself – are there enough superlatives to describe the homeliness and warmth of the development? We enjoyed the programme of WWHT shows, seminars and gala dinners which as ever, retained a personable charm. All so indicative of the brand’s ethos despite the size of the gathering! With so many nations attending (the Italian delegation was nearly matched by visitors from the Americas). It was a multi-cultural melting pot, and yet quintessentially Italian in all aspects!
The Village is exquisite in terms of evoking the sense of Davines community. Pitched roofs on the office buildings reflect residencies, internal courtyards are reminiscent of Italian dwellings.
Moreover, masses of greenery and trees remind us how the brand is rooted in nature and safeguarding the environment.
World Wide Hair Tour 2018
A welcome gala dinner featured both hair shows from 8 key hairdressers (we loved James Abu-Ulba!); heartfelt speeches from Davide Bollati and his family (parents Silvana and Gianni Bollati founded the company in 1983 and Davide launched Davines in 1993); and naturally some Italian opera to entertain the crowd.
A full day of shows followed with Allilon, Angelo Seminara and Tim Hartley demonstrating how the UK remains at the forefront of creative hairdressing and stage presentations. We could talk for hours about their work along with conversations on sustainability and innovation in hairdressing, but we’ll allow the pictures to do some talking. Browse and enjoy. Thank you Davines!
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