Wella Professionals

SS18 trend: Nontouring

lilly@ihaa.co.uk Wella Professionals

News added 03/04/18: NONTOURING 
Yep, you read that right – Nontouring is being tipped as the biggest colour trend of the summer by the experts at Wella Professionals. So what is it? Well, Nontouring is a technique that uses the best elements of contouring but uses colour in a much softer way. With nontouring, colour is used like a beauty filter. Harmonizing the lines of the hair style, colour mellows even the most daring cut into a wearable, flattering look – without compromising on its edginess. A cool concept, isn’t it? Nontouring widens the choice of styles beyond the area of natural looks. By softening statement styles, daring becomes more beautiful and your style becomes super fluid. 
Alongside, the practical implications of the trend – the team at Wella are striving to redefine beauty, too. Nontouring is about celebrating individuality and ignoring traditional gender stereotypes that define which hair styles are for men or for women. Yesterday’s masculine/feminine typecast styles have turned into a pool of look ideas from which to freely pick, whatever your gender affiliation. That’s why many of the looks and shades are less gender-specific and the male and female couples modelling the collection are photographed wearing similar hairstyles.
Andreas Kurkowitz, Wella Professionals Global Colour Ambassador, says, “These looks seem genderless and season-less because there’s a fluidity in the style and technique. I think this is the way forward: to create looks that everyone can wear. Cut and color really blend together here so you can really create a more edgy-styling look and then you can soften the look with a colour.”

The looks were achieved using hair heroes from the Wella Professionals portfolio including Illumina Color, Color Fresh Create, Koleston Perfect, Color Fresh Create, Blonder, Wellaplex, EIMI Mistify Me Hairspray. 
Credits:
Colourist: Andreas Kurkowitz. Make-up: Peter Schell. Stylist: Hanna Kelifa. Photographer: Jacob Sutton.