Stylists gear up for iD Dunedin Fashion Week

Media release style – 1
March 5, 2009

Heat is on as stylists gear up for iD Dunedin Fashion Week

As the nation’s fashion focus again shifts south, Redken’s top stylists are gathering trends, tongs and the very latest in backstage hairstyle products for one of the top fashion events of 2009.

While designers involved in the Southern Trust iD Dunedin Fashion Week (10-15 March) will already have their garments well underway, it is the hair stylists who are just now beginning to feel the heat.

Richard Kavanagh is part of the Redken artistic team and heads the backstage styling for the Saturday show. He says the big challenge for the stylists is to reflect the catwalk fashion trends.

“We love the excitement and cutting edge design at iD Dunedin but backstage will be run a little differently in 2009,” he says. “We’ll be focusing on a single trend and direction across the entire show.

“Fashion most often reflects the mood of the nation and last year the trend was quite dark. This year we feel the trend is to more romanticism, a gentle and feminine nod towards renaissance.”

Richard began work on the project last November but the pressure really goes on from early February. The 15-strong Redken Artistic team – drawn from Redken salons nation-wide – will be working on styles across three model groups and four different looks for the event.

“As with any fashion event there is a broad range of options so we have segmented the model groups into dark, light and androgynous or almost trans-sexual.

“And because the collections this year are quite dramatic with lots of colours and almost finery, we have developed four different looks – straight, slightly romantic, very loose and romantic and one with big voluminous curls.”

Richard says Redken has assembled a bag-full of exciting new products for the event.

“We’ll be pumping out cans and cans of Redken fabricate of course – it’s the perfect heat active texturiser that gives no parameters to how you can change a style. And to add heat protection Redken’s new Iron Silk ultra straightening spray and Blown Away protective blow dry gel will help achieve polished finishes.

“Another favourite is Workforce flexible hair spray which is truly marvellous as you can layer and layer it in to the model’s hair without any hint of build-up.”

Leading Redken’s team for the Emerging Designer Awards section of Southern Trust iD Dunedin is Klone Hairdressing’s Karl Radel who has worked on the show for four years now.

“We love the exciting young designers and work hard to make the hair match their garments. The collections this year will be a mix of classic and the new so you’ll see lots of different textures,” Karl says. “Look for windswept, tousled locks and some deconstructed curls and waves for a focus on the natural.

“Our biggest challenge will be keeping everything on time but fortunately we have some great Redken products to help – the new Woolshake gel-slush spray from the urban experiment range is probably the biggest one and we’ll use heaps of Vinyl Glam mega-shine spray for shine of course.”

It’s the 10th anniversary of the event and the sixth consecutive year that Redken is sponsoring iD Dunedin. In 2009, the designers showing are supported by the Redken Artistic Team with stylists from Klone, Auckland’s Blaze, and local salons Do Hairdressers, Hair VN 218, The Hair Company, Dal Vivo, Java and Tu Meke Hairdressing.

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