| EVENT REPORT 06.30.09 4:19 PM |
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| This Is How We 'Do It |
| To showcase its latest hairdos—and the finishing products required to create them—L'Oreal's haircare line Pureology hosted an all-white fashion show for hairstylists from around the country. |
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On Sunday night, a sea of hairstylists dressed all in white gathered in River North's Ivy Room for Pureology's similarly hued hair show. To showcase its latest collection of hairstyles and the finishing products needed to create them, the L'Oreal-owned product line gathered some 50 stylists from around the country to witness the show, where the brand's devotion to purity was underscored by an all-white dress code and decor scheme.
According to Nichole Rescildo, senior events manager for Redken, the guest list was a sampling of "our educators, who are out there representing the brand." The objective of the fashion show, which served as a welcome reception for two days of meetings and teambuilding, was to "get all the Pure artists [hairstylits who have been trained by reps for Pureology products] together, and make sure that they're delivering the brand's message to our salons," she said, adding that Chicago was chosen as the event's host city because "it's the center of the country." |
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PHOTO GALLERY |
 | Approximately 50 guests watched Sunday night's hair show from Lucite chairs.
Photo: Josh Sears |
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 | After the fashion show, guests mingled in the Ivy Room's courtyard.
Photo: Josh Sears |
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 | Shadow boxes stood at the end of the runway in the Ivy Room.
Photo: Josh Sears |
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 | Eight models displayed different hairstyles during the runway show.
Photo: Josh Sears |
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 | At the Ivy Room fashion show, white floral arrangements topped illuminated bars.
Photo: Josh Sears |
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 | Event Creative set up white lounge furniture at the end of the runway.
Photo: Josh Sears |
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To underscore the image of purity that the Pureology brand strives to represent, Rescildo enlisted the services of Event Architects to design an all-white event. "We had to make sure that attendees wore white, that the decor was all white. We even asked Wolfgang Puck Catering to prepare vegan hors d'oeuvres, which works with our [chemical-free] brand," Rescildo said."The greatest challenge of planning this event was to make sure that we were branded correctly."
Event Creative's Nikki Shafer, who assisted with the evening's decor, said that Rescildo wanted the hair show's set to evoke Project Runway. "We did a wet-look runway, which ended up looking like a white mirror," she said. "At the end of the runway, we did a silhouette wall where models posed as they were getting their hair touched up, which was very reminiscent of the show." According to Shafer, the greatest challenge of creating the evening's pure-white look was keeping it dirt-free: "All our staffers had to wear socks," when setting up the space.
Correction: The piece has been updated to properly reflect Nichole Rescildo's involvement in the decor.
—Jenny Berg
RELATED TOPICS
Pureology, L'Oreal
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