Identity UK prepare to take their talent to the runway

Identity UK in Shoreditch, having secured two places in the Regional Finals of the hairdressing industry's most fashion-led national competition, are the only salon to be representing Shoreditch and Hackney in the Colour Trophy for the London region.  The salon team will now combine their technical expertise with trends taken fresh from the runway in a bid to secure The L’Oréal Professionnel Colour Trophy and the Young Colourist Award 2011.

Identity UK’s stunning photographic entry showcased the salon team’s creative talents and shook off stiff competition from over 1200 UK entrants.  Tony Hegarty and Amba Miller have now triumphed in gaining a place amongst 65 salon teams competing at the L’Oréal Colour Trophy London Regional Final on Wednesday 20th April 2011.  Amba is one of just five hairdressers under 25 years of age that have made it through from the London region into the Young Colourist Award category.

She speaks of her honour to have received such recognition for her skill:

I am extremely pleased that I have been chosen to go through to the Regional Finals.  I have been working so hard for this moment in my life where I can fulfil my potential.  I am very happy that I will be able to use my drive and ambition to express it in my work for people to see.  I am very proud to be representing L’Oreal and Identity UK hair salon.

Identity UK will take to the live competition floor for the Colour Trophy where Tony will create his model look in just 30 minutes and Amba will have just 45 minutes for the Young Colourist Award.  Their style will reflect Autumn/Winter 2011/2012 definitive trends and will be judged by the hairdressing industry's most prolific hairdressers.  At this stage Identity UK will only be a door away from winning a place in the industry's longest running and most fashion inspired event – The L’Oréal Colour Trophy Grand Final to be held within the exquisite Grosvenor House Ballroom, Park Lane, London on 4th July 2011.

Tony Hegarty, salon owner and Colour Trophy regional finalist, expresses his delight in receiving the news:

Getting through to the Colour Trophy London Regional Finals means that all my hard work and passion for my industry has finally paid off.  The news has made my team so excited and extra motivated as we also got through in the Young Colourist Award with one of our younger team members.  I am now very hungry and excited for the next round.

Identity UK will now begin to source their inspirations and build their chosen look as well as find a model that captures the salon team’s creative vision.  To impress the acclaimed judging panel and propel them to the prestigious Grand Final, the model look shaped will be a flawless amalgamation of both hair and fashion styling.

Globally renowned hairdresser Trevor Sorbie MBE was amongst the judges that selected the 2011 Regional Finalists. Here he explains what will make a winning look stand out at this stage:

It is a tremendous achievement to make it to this stage; the Regional Finals will pool together some of the UK’s finest hairdressing talent.  Judges will now be looking for a model look that is both skilfully executed, yet beautiful and fashion infused.  A winning result will combine the elements of a confident runway model, technically excellent colour, precision cutting, trend-led styling with make-up that will partner perfectly.

The seven winners of the L'Oréal Professionnel Colour Trophy – Young Colourist Award will be announced during the prestigious Grand Final event on 4th July inside the Grosvenor House Ballroom, Park Lane, London.  These celebrated Young Colourists will come together to form the L’Oréal Colour Academy 2011 and will go on to receive a year filled with career opportunities specifically tailored to develop them into the colour icons of the future.

The overall winners of the L’Oréal Professional Colour Trophy and L’Oréal Professional Men’s Image Award will experience an unparalleled prize of ‘A Year of Dreams’ with a tailor-made calendar of opportunities that help support and build upon their hairdressing talents and business.  Creative shoots, media exposure, educational courses are amongst the many exciting elements of what will be a journey of a lifetime.