Monday, April 26, 2010

Schwarzkopf & Amita Sharma - Essential Looks PURE Collection 1' 2010




Schwarzkopf Professional unveils – “Essential Looks PURE Collection 1:2010”
10th April 2010, Bangalore

Schwarzkopf Professional, one of the leading players in the professional hairdressing business worldwide, showcased the season’s trends “Essential Looks PURE Collection” this year with oomph, glamour and myriad Colors being the focus of the season today at Leela Palace, Bangalore. Top Models presented the exciting collection with 5 international trends and 20 amazing looks.

Mr. Najeeb Ur Rehman, Technical head of Schwarzkopf Professional, unveiled the PURE Collection to the Hair Dressing fraternity taking them through the journey of how they put up the show every season. Essential looks takes it’s creative inspiration from the international catwalk shows of New York, London, Milan and Paris distilling designer collections into everyday commercial reality for all professional hairdressers and their clients from across the world.

Around 20 top models had set the ramp on fire and flaunted the latest Essential Creations of the season which included Boudoir, Cyper Sport, Uniform, Punk Goddess and Cool Splash. The show was electrified by Daisy Bopanna; Bollywood & Kannada actress who was the show stopper of the finale and sported the look. The Costume and accessories on the models & the show stopper were decked by a renowned Fashion designer, Ms.Amita Sharma. Amita Sharma presented her 2010 summer wear giving a funky look in tandem with rebel haircuts and metro looks. Amita’s repertoires were last showcased recently in Bangalore Fashion Week which was completely inspired by “Colors of Buddhism”.

Highlights of the looks that were sported during this season were:

BOUDOIR
BOUDOIR is a sensual trend steeped in the romantic Boudoirs of Paris, translating into feminine clothing embellished with ruffles, lace and frills for that sexy, liberated look. Hair colors are tempting and they tend towards the rich and plush, with tones of wine-red, copper and rich brown, while dreamy hairstyles have gorgeous curls and texture.


CYBER SPORT
CYBER SPORT is a symbiosis of 60s modernism and science fiction. It features clear lines with contrasts of bright colours and black or monochrome tones. Hair features a modern day, soft layered bob with most vibrant and shiny cool-red finishes.

UNIFORM
UNIFORM’s don’t – mess with me attitude is utterly wearable and practical – yet edgily sexy. Hair features colors combinations that place matt shades of khaki, navy and grey amidst a black base for maximum impact, while asymmetrical cuts feature internal layering, short contours and soft undercuts.


PUNK GODDESS:
PUNK GODDESS mixes rebellious punk with overt femininity, by destroying romantic dresses and luxury fabrics, and by draping and binding the body. Hair sees strong blonde-on-black contrasting colour and glossy finishes adding a luxury feel, while long, layered styles walk a rebellious path.

Najeeb Ur Rehman, National Technical Head – Schwarzkopf Professional is an absolute pro in the hair realm and specializes in creative and corrective hair coloring, cutting & texturizing. With over a decade in the world of hair fashion and grooming and numerous awards to his credit, Najeeb believes in creating hairstyles which are attractive and showcase ones attitude and individual personality with great flair. He observed that “At Schwarzkopf Professional, this year we have presented an eclectic mix of styles, looks, haircuts and colors to inspire and motivate. We have imbibed the extravagance and chic of the fashion industry to deliver desirable, wearable, & gorgeous hairstyles with beautiful colors”.

Speaking about the Essential Looks Show Mr.Murali Sundar, Country Manager - Schwarzkopf Professional, India, said, “Essential Looks boasts of a whole decade of stylish cuts and colours that have accurately captured the fashion moods and it has never strayed from its primary purpose of giving the clients usable and accessible interpretations from the catwalk and this time it is very different as we have focused on Colors and how they make a difference. All this makes Schwarzkopf Professional a trendsetter in the Indian grooming scene.”

Amita Sharma (Fashion Designer) /Costume & Accessories Partner for Schwarzkopf Professional unveils – “Essential Looks PURE Collection 1:2010”

Amita’s potential as a fashion designer took shape at the J D Institute of Fashion Designing (Bangalore) where she experimented with both ethnic and western wear for her colleagues and friends.

Her maiden break with “OPTIONS” gave her a glimpse of market nuances and buyer expectations.

Vibrant colors have always played a significant role in Amita’s paintings. They reflect her state of mind & define her dressing style. Naturally they show in her creations. Amita believes fashion should be fun, colorful & above all, comfortable. Whatever the occasion and whichever the attire - traditional, casual or formal, the accent is always on feeling good.

Walking down this creative path, Amita fashioned her first label “PEARS Collection” in 1999 in a partnership venture, delivering a blend of ethnic and western dresses for young working women.
In her quest for deeper professional insights, Amita chose to work for one of the most admired international sportswear brands as Merchandiser. This association has honed her technical skills immeasurably.

Amita’s label “Am COUTURE” is centered on couture designs that are comfortable and mirrors contemporary trends and styles dovetailed into a seamless fusion of cultures. “Am Couture” ensembles are available in haute couture boutiques of Hyderabad /Bangalore and also in select exhibitions. The complete “Am Couture” line will soon be available at Label Boutique and Design Studio in Bangalore.

Amita’s repertoires were last showcased recently in Bangalore Fashion Week which was completely inspired by “Colors of Buddhism”. Rooted in Indian culture, the outfits symbolize a tinge of western styling in natural soft silks and hand wool blend embroideries. The spectrum of rich colors will include black, browns, golden harvest, blues, pine, and maroons

For Fashion Calender 2010 a film production community circulation of 2 lac copies published by “Hot Genera “showcased her haute couture summer collection for younger generation.

Presently Amita is working on her summer collection for the youth aged 25 to 35 and interestingly for men too. At the Schwarzkopf India show Amita is presenting her 2010 summer wear with a funky look to go with rebel haircuts and metro looks. Special thanks to “ Sara Suole” for sponsoring customized Italian design footwear for Am couture Summer Collection being presented.



E: amitacouture@gmail.com,
P: +919845227801

www.amitascouture.com


forwarded & publicized by TFW - The Fashion WeekEND, Studio Varuag, New Delhi

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