Focussed on the Customer

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Fashion is created for all women, in particular hair fashion, and not only designed for a small minority of young models on the catwalk but also for customers in hairdressing salons.

Paul Gehring

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“A collection is not an end in itself”: this is the motto of the stylist Paul Gehring. Fashion is created for all women, in particular hair fashion, and not only designed for a small minority of young models on the catwalk but also for customers in hairdressing salons. Gehring explained how he achieves this in the shows of the Top Hair Fair held last weekend in Dusseldorf. The audience received valuable advice and tips on how to apply the latest trends in their salons. They were astonished to see that a trend can function for people of 20, 40 and 60 years of age, all this based on the main idea “From Collection to Salon”.

The show, which was very exciting and prepared with a great deal of attention to detail, showed the visitors to the fair how important it is to adapt the trends to customers and not the other way round. “I am pleased so many visitors to the fair were interested in the shows and I hope they took a lot of ideas away with them to use in their salons”, stated Paul Gehring about these two days. “It is great that the same collection can be presented for different ages!” explained Petra Braun, master hairdresser from Stolberg and director of the Aachen Hair Styling Association (Haarformer Vereinigung Aachen). Her husband, Walter Braun, is also a master hairdresser and the first president of Haarformer Vereinigung, and adds: “Congratulations to Alcina, it has shown it has good sense in its choice for the collection. I would like to congratulate the team that was on the stage. I consider the way of understanding this fantastic collection was excellent so that hairdressers could see and immediately understand the potential hidden within the original creation, which starts with young customers to then be used for more mature women.”

The public was really excited and the showroom packed, where there was not even any standing room left, which confirmed for Paul Gehring and Alcina the importance that this issue had and has for hairdressers.

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