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Wella Professionals’ AW17 Trend Collection: The New Norm

Tuesday, 24 October 2017 14:50
Wella Professionals’ sumptuous Autumn/Winter 2017 Trend Collection The New Norm celebrates the love that is the ILLUMINA COLOR brand and the unique natural shine it brings in a stunning revival of iconic colours and cuts from the past.
The New Norm Collection by Wella Professionals is about embracing the strength of the haircut, while enhancing and softening it with shadows and lightness to create camouflage effects, helping to make hair look as good as it feels. To transform this concept into reality, Wella Professionals Global Creative Artists, Renya Xydis and Darren Ambrose, return to their first love – ILLUMINA COLOR – to create the beautiful looks featured here in the Collection. “The New Norm Collection revisits functional colour techniques in a modern way to allow you to put glow in your hair the way you put glow in your skin. Pockets of light create a new twist,” explained Darren. “Different focal points where vertical sections of lightness go through horizontal shine bands using beautiful muted tones illustrate how you can achieve really creative, even pastelised colours seen on the streets, but with a luxury finish.” 
 
PAST FORWARD: INSPIRATION 
 
The hand-crafted techniques illustrated in the New Norm Collection for Autumn/Winter 2017 are fundamentally about playing with light saturation levels – a factor which is especially evident where natural light can be scarce, as is found in shimmering and moody Northern Lights. The interplay of warm and cool tones artfully applied with a free-lights technique creates shine bands and pockets of light and texture that reveal unexpected colour palettes. Glowing warmth is mixed with a dusky cool base to build complexity in both depth and tone. The result accentuates the three dimensional feel of the hair within the colour itself. Renya emphasises how the hidden secret of ILLUMINA COLOR is the perfect tool for creating such subtle, yet glowing effects time after time: “It already has the power to imbue the hair with a natural luxurious shine and with the New Norm Collection we can illustrate how the ILLUMINA COLOR palette can be utilised to create new luxe colours where cool tones and warm tones combine to create unique levels of depth and lightness.” The Collection also replicates the effect of light refracting off different natural surfaces to show how colour can re-boot and modernise classic styles from past eras. “Combining warm and cool tones in a copper is something that we’ve never really seen before,” says Renya. “Yet it gives a classic cut like Birkin’s swooping reversible fringe a unique edge.” 
 
CELEBRATING 5 YEARS OF  ILLUMINA COLOR
 
Celebrating five years since the game changing launch of Wella Professionals biggest technological breakthrough and award winning ILLUMINA COLOR has become a constant. Creating sheer and luxurious results every time that is ideal for covering roots and softening or lifting hair that is densely pigmented. The end result is incredible, well-conditioned luminous hair with root to tip tonality and depth. 
 

 

 
 
  • Wella Professionals Global Creative Artists Renya Xydis and Darren Ambrose



  • Wella Professionals’ AW17 Trend Collection: The New Norm



  • Wella Professionals’ AW17 Trend Collection: The New Norm



  • ILLUMINA: The colour genius at the heart of Wella Professionals’ AW17 Trend Collection, The New Norm



  • Wella Professionals’ AW17 Trend Collection: The New Norm



  • Wella Professionals’ AW17 Trend Collection: The New Norm



  • Wella Professionals’ AW17 Trend Collection: The New Norm



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