Chosen as the 2018 European Capital of Culture, Valletta on the beautiful island of Malta made an excellent choice for the 30th anniversary celebrations of Alter Ego Italy. With more than 500 hairdressers from across Europe coming together for three-days of inspiration, networking and education. It was bound to be a very special event. We were delighted to be there to witness all the fun!
The show
The celebrations culminated in a spectacular hair show led by international creative director, Leonardo Rizzo and Leonardo’s brother, Rudi Rizzo. More than 25 models graced the stage to delight the audience with a visual evolution of the brand. As well as presenting looks from Alter Ego Italy’s SS18 collection: The Story. Charting the four seasons and the emotions that are tied with them. The Story collection was broken down further into two separate collections: Rebirth and Androgen. Rebirth featured soft, feminine looks with a delicate, girlish charm; while Androgen presents a nod to the non-conformist, and the gender flux and freedom present today. Leonardo and his team also gave the audience a live sneak peak of looks from the AW18 Rebirth and Androgen campaigns. “These looks are neither masculine nor feminine – barbering techniques can be elegant on women’s hair,” as Leonardo says .
The dinner
The Great Ward in the historic La Sacra Infermeria was the setting for the gala dinner. A welcome by Order of the Knights (see above) and gigantic celebratory cake ceremonially carried through the former hospital. It truly was an unforgettable event, and for those lucky delegates who stayed on… the festivities finished with a sunset cruise around the island with a toast to Alter Ego Italy’s future, its vision and innovation. #MaltaIsMore
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