Davines Artistic Director and current and three times crowned British Hairdresser of the Year, Angelo Seminara, spent a day with the UK trade press at an intimate afternoon tea gathering at London’s uber cool St Martins Lane hotel.
The up close and personal event was the perfect platform for Angelo to discuss his role within Davines and what his work as Artistic Director for the brand involves alongside a showcase of his collections both past and present, the exciting new product innovations he is working on, his must-have hero products within the Davines range and his role as educator and innovator.
He began with the launch of his latest Davines collection – Click – detailing in depth where he takes his inspiration from and how he translates and develops his ideas and concepts into imagery that is used internationally for the sustainable haircare brand.
“The collection incorporates lots of different components in fashion, furniture, design – it’s a click of different components from different parts of the world, in a very loose and not so obvious way, which I think is very beautiful,” said Angelo. “In the last two decades everything has been so fast moving; we have never really enjoyed the simplicity of some of the elements, so this collection represents the past of hairdressing. There is a beautiful innocence about it. It also represents Davines, as we are about innovation and creativity. We like things that are balanced, really feminine and very beautiful. All those elements for me, they just click.”
During the event Angelo also discussed his key role as educator and how he teaches Davines trainers from across the globe key looks from his latest collections so that they can in turn cascade their knowledge down to hairdressers in their respective countries.
Alongside this Angelo discussed the brand’s A New Colour launch of ammonia-free permanent colours and how his spirit of research has given rise to his latest innovation Flamboyage – a new revolutionary colour service borne out of his years of creativity and technical skill. “I always say necessity is the mother of all invention, which is why I created Flamboyage as there was nothing that could create colour in this way,” said Angelo. “The new Flamboyage colour service is a practical adhesive strip that provides precise and creative colouring, selecting and isolating a small random amount of hair that firmly adheres to the strip to become a new working surface. This guarantees a chromatic result all along the hair length and minimises the regrowth effect.”