Home' INSTYLE Magazine : INSTYLE SPTOCT 2016 Contents We never stop evolving, and neither does Ssh.
We moved on from 2014's mystery discovery
where nobody had any real idea what to
expect and where they were going until the
day before -- all we knew is, just like the rest
of the industry -- we were all going to be on the edge of our seats
wtinessing first hand something new and exciting.
It launched promising the art of collaboration and delivered a
creatively enthralling combination of cross-captured moments
and mind explorative understanding -- beyond that of any product
and brand collection and deep to the core drivers that ignite us
as professionals -- in 2015 Ssh stepped it up to become both an
educational and inspirational world class event while retaining
that bespoke 'hand-made' feeling and 2016, as Emiliano says,
"Will be another lesson -- working with a producer has shown that
it's not just a small hand-made event anymore, it's worthy of an
entire production company," he said.
Underscored by the slogan; one platform, one vision -- the bar
is set pretty high this year, and upon glance at the line-up, it's an
expectation that will no doubt be met and exceeded.
As their landing page says, Ssh is designed for the curious
hairdresser, who is inspired and wants to be part of something
greater than oneself. Appealing to hairdressers of all levels, it
unashamedly takes back the heritage of the hairdressing craft.
And that's just the show! e full day masterclass following
the show on November 14, takes an 'unplugged' look with each
presenting team showcasing a 55 minute in-depth look into the
workings and inspirations of their creative process.
It's not hard to see the palpable passion for the industry that seeps
from within everyone who attends, now proven twice to ignite
passion, Emiliano likens the feeling to being completely implored to
do something nobody has done and really follow your dreams.
"It was after a masterclass in Spain two years ago where we got the
idea for Ssh. It was right after it finished and Lisa [Muscat Vitale] and
I were in the studio with X-Presion that I rang Benni Tognini and told
him what I wanted to do for the industry here," Emiliano said.
"October 2014 then rolled around and the event in Paddington
had become a reality -- almost 12 months after the phone call to
Benni and Robert Lobetta, it was a big learning curve," Emiliano
said. Robert Lobetta continues, to this day to be Emiliano's true
creative inspiration behind Ssh -- a man with an incredible out-
of-the-box level of design -- he, according to Emiliano, has always
been his ultimate inspiration.
2014 was cheeky, long and just as much an exploration for
Emiliano as guests -- but one aspect never faltered and that was
the true community of sharing and caring about the real deal,
and not styles, brands or products with a money transaction
involved. Fast-forward to now and there are sponsors this year
-- but each company pays the same amount - it's a level playing
field and it's not about having a product on display, showing
support for the industry is first and foremost.
De Lorenzo, evo, ghd, Schwarzkopf Professional and Sebastian
are the main sponsors but true to his word from the beginning,
"It's not about sponsor logos all over the venue and sponsor
videos, it allows us to bring in whatever artists we want and not
company sponsored artists," Emiliano said.
So what should we expect in 2016 -- apart from the best line
up so far, including some big names closer to home, in true Ssh
style there will be a surprise and Emiliano is promising that it
will ensure everyone takes a sense of community away like never
before. In 2015 we didn't get told to shut the F*ck up like we did
in 2014 but we were presented with hairdressing expressionism
from here and abroad like our industry hasn't seen in a long time.
Salon owners, stylists, our product pioneers and media showed up
to see the show but also support Hair Aid -- the charity Emiliano
chooses to support. Hair Aid is an organisation through which
leading stylists teach the basics of hairdressing to impoverished
students so they can work and earn a living. Every hour at Ssh
2015 felt like a lasting memory in time -- a monologue of the
unique journey in hairdressing.
"Ssh has been an awesome journey no matter which way we look
at it - even after three years we keep learning new things. From the
production to the event and being an artist at the same time, it's
such a journey," Benni said.
" e major thing is that we have some mazing artists and they
bring their fan club from Asia, New Zealand and around the
country- what's also great is 'team Lobetta' our young talent
that gets to spend some time with Robert and take it to another
level. e Masterclass the the learning process blows the mind of
everyone involved," he said.
One of a kind in the hairdressing artist arena, it's a concept that's gone from Sydney
and soared to international stardom, Ssh 2016 is just around the corner and it's proven
ability to unite the industry is no longer a secret, writes Cameron Pine.
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