Alfaparf Milano brings international hair community together in Marrakech
More than 1,000 hair professionals from around the world travelled to Marrakech for Alfaparf Milano Professional's four-day ‘Unforgettable Marrakech' experience, including 145 hairdressers from the UK and Ireland.
Bringing together salon partners and stylists, the event combined creative hair artistry with Moroccan culture and opportunities to network and relax.
The main programme began at the historic Palais Dar Soukkar, where Alfaparf Milano Professional Global Creative Director Rudy Mostarda presented a Morocco-inspired hair show.
Showcasing his latest aesthetic concepts and techniques, he drew on the destination's colours, light, landscapes and energy while demonstrating the versatility of the Alfaparf Milano colour portfolio. Singers, dancers and fire effects accompanied the looks.
Commenting on the creative inspiration, Rudy Mostarda said:
“For me, inspiration becomes real when it can be transformed, reinterpreted, and brought into the real world. That's where a vision becomes a trend.”
He added: “Marrakech gave us the elements. Creativity gave us the freedom to transform them. And the result wasn't meant to tell the story of Marrakech alone: it was meant to tell the story of the future of hair beauty.”
The show was followed by dinner and a party with a live DJ set.
The following evening, guests travelled to the Palm Grove at the edge of the desert for dinner under the stars in a traditional Moroccan-style tented camp, accompanied by regional music and performances from local artists.
Throughout the four-day experience, attendees could also explore Marrakech, including the UNESCO World Heritage Medina, Jemaa el-Fna square and the city's souks.
Alfaparf Milano Professional
