From 4th to the 7th of June, Parma played host to more than 3,000 creatives from the hair industry at the biannual Davines Worldwide Hair Tour.
The first event since the pandemic, a four-day extravaganza was curated to showcase the most beautiful and cutting-edge innovations in the hair industry that not only respect but pay homage to nature, as envisaged by the illustrious B-Corp brand, Davines, as well as allow visitors to experience the beauty of the city that the brand calls home.
Included in those participating was several of the Middle East’s key Davines salon partners, namely Bebar, Elated, Boho, The Wave, Hair LTD, Remedy Room, ThatHairTho, Bellacure and Zaaz.
This year a special event called WWHT Off took place in the heart of Parma on the afternoon of the first day of the Tour. Organized by Davines in collaboration with the Municipality and other partners, the event offered a journey of discovery among cultural treasures, gardens and private places, shops, and beauty salons, enriched by musical performances and artistic installations.
Unsurprisingly, sustainability and wellbeing were the core focus and guests were treated to a tour of the eco-paradise that is the Davines Village to kickstart Day Two. Developed by architects Matteo Thun and Luca Colombo, and powered by energy derived from renewable sources, the Davines Village lies at the heart of green space and features a scientific garden, a greenhouse, and an arboretum.
In partnership with the Rodale Institute - a non-profit organisation that is a global leader for regenerative organic agriculture - the tour was an immersive and interactive sensory journey for its guests, and the perfect preparation for the artistic expression that would be shared by many international hairstylists at the on-stage shows, including a highly-anticipated Digital Safari by Tom Connell – his first in-person show as the Davines’ Hair Art Director.
The Tour’s gala dinner took place at Fiere di Parma, and in addition to showcasing creative work from acclaimed hair artists Davide Diodovich, Annie Ankervik, Anne Veck, Ashleigh Hodges, Marriet Gakes, Brian Suhr and Kirsten Demant, one of the most famous Italian dance companies performed Bliss on stage – a creation by the award-winning Swedish choreographer Johan Inger based on the notes of Keith Jarrett's famous and iconic Köln Concert from 1975.
Prior to a sneak preview of the next global launch, We Stand - a product formulated with ingredients which come from slow food and, quite uniquely, bio-regenerative agriculture- there was an inspirational speech from Davide Bollati, Davines Group Chairman, which was a stark call to action for the hair industry to minimise the impact on the planet and focus on how to regenerate it.