Cult haircare brand, Fudge Professional hosted an exclusive soirée event in London to showcase the brand’s best looks from London Collections: Mens (LCM) and celebrate the launch of its new collaboration collection with Mazella & Palmer, ArtWear. Held over Salon International weekend, the event was designed to spark and ignite the creativity of Fudge Professional hairdressers and salons.
Taking place at private members club, The Hospital Club, in the heart of central London, the soirée was attended by Fudge Professional customers from across the UK, Europe and Scandinavia, the brand’s distributors, as well as members of the trade press.
With champagne free flowing, Stephanie Bruce, Head of Fudge Professional kicked off the evening by welcoming attendees and providing an overview of what to expect for the evening. Creative Director at Fudge Professional, John Vial and Global Head of Technical Training at Fudge Professional, Tracy Hayes then took to the stage to talk through the key looks from LCM, which they had created on models in advance of the event. Some of the looks exhibited at the event included the full head of glitter from the Christopher Shannon SS14 show and dreadlock weaves shaped into the style of a ‘brain’ as seen on the Katie Eary AW15 runway.
Following this, was the big reveal of the new collection, which was presented by the Mazella & Palmer artistic team who worked on the collection in collaboration with Fudge Professional. Taking inspiration from conceptual 3D fashion, ArtWear focuses on the Fudge Professional Headpaint colours including the new Headpaint Oz Rocks Intense Reds shades. The models featured in the collection had been brought in for the soirée for Mazella & Palmer to re-create the looks, allowing guests to experience a live viewing of the collection.
Throughout the evening guests were also invited to get interactive with live social media feeds using the new #PlanetF focus, where real time television screens then shared the evenings buzz not only with the room, but with Fudge followers around the world. After the presentations had taken place, guests had the opportunity to socialise and enjoy the party atmosphere created by an onsite DJ.
Speaking of the soirée event, Stephanie Bruce commented: “We’re over the moon by how the event went. The new collaborative collection was really well received by our customers and there was a sense of brand pride in the air. It’s important to us that our customers and distributors feel part of the Fudge family and this event was a great way to cultivate this”
Talking about the new ArtWear collection, John Vial commented: “Mazella & Palmer always deliver strong cotemporary looks which showcase the team’s strength in technique and I also particularly love their use of colour. If I was to describe the new collection in three words it would be: graphic, technical and rich.”
To buy Fudge Professional for your salon, visit www.fudgeprofessional.com
or call 020 7845 6333 for your nearest distributor