After years of captivating urban centers like Paris, Los Angeles and London, the Davines community came together in one of the most evocative locations in the world; somewhere you can feel the power of nature and experience the close relationship between humans and their planet: Iceland.
This was the location of the WORLD WIDE HAIR TOUR 2019: Reykjavik, the capital of the land of ice and the most northerly city in the world. An opportunity to discover a primordial land where the power of nature is still intact. A land of ice and fire, where you can reach out and touch the close relationship between man and nature. A magical place of spectacular glaciers, geysers and infinite stretches of rocky landscape.
Davines’ international stylists presented their creations on stage at the spectacular Harpa auditorium in Reykjavik to share the latest looks and teach others how to create them. The World Style Contest took place as part of the event, offering gifted stylists a chance to interpret their own style and obtain international recognition as finalists selected from all over the world. Winner of the WSC 2019 included Mirela Moko (Italy) – Best Total Look; Ira Mikhailyukova (Russia) – Best Color; and Lo Shih-Ting (Taiwan) – Best Cut.
The WWHT was an opportunity to meet creative hair stylists, exchange trends, ideas and projects as part of an event dedicated to beauty, and to share the values of respecting nature. After the incredible 2018 event in Parma, Italy, which saw the official opening of the new brand headquarters “Davines Village”, the World Wide Hair Tour was headed for the Icelandic capital!
Hitting the international stage at the Harpa were the Allilon team with Davines’ Artistic Director, Angelo Seminara, Isaac Salido, Anna Pacitto, Annie Ankervik, Michael Polsinelli and, for the first time with Davines, the Brockmanns.
Two days brimming with emotion and the spirit of sharing, in pure Davines style, and that is not all. In strict adherence to values of the brand, the WWHT event focused particularly on the environment, with all 1,600 guests taking part in a local reforestation project to offset the carbon footprint of their journey.
Indeed, a key part of the event was the active participation of the guests in a reforestation project in the Þorláksskógar (Thorlaks) forest, in the municipality of Ölfus, 50 km south of the capital Reykjavik. The objective is to recuperate the soil, protect the city from extreme atmospheric events, restore the area for use by local people and support the national climate policies developed in line with the Paris agreements. This reforestation project has been made possible thanks to the joint efforts of the Icelandic Conservation Service (SCSI), the Ministry of Natural and Environmental Resources and the Icelandic Forestry Service (IFS).
Other highlights of the event included the presentation of the outstanding documentary film ‘Tomorrow and the Butterfly‘, focused on the Davines’ story, mission and philosophy; a new, brilliant manual for salons and hairstylists that want to have a positive impact in the world by recommending “beautiful and good” practices and ideas; and the launch of A Single Shampoo, a delicate shampoo for daily use on all hair types that sets new standards for sustainability and transparency, redefining the concept of natural origin ingredients with more restrictive rules compared to the widely known international certifications used.