At PREMA, we are proud to share our news and current events with you.
page 22
17.02.11
A celebration of what IS the sportsgirl
Last week Prema were involved with styling for the latest Sportsgirl collection. Please have a read of our abridged brief. Hair director Alan White created immaculate 70s boho bed hair.
"We need there to be movement but it can’t look like we have been in there and done it. It still needs to be iconic sportsgirl it has to be a feel more than a look. You need to do it, then undo it, then do it just to undo it again"
The hair was centre parted and dressed in an A frame, to give it a loose 70's feel and the texture was raw and organic.
The team used an array of styling tools, and the fact that there wasn'’t any primary sponsorship allowed Alan’s team the freedom to use their tools more artistically. Some of the girls with shorter styles were filled in with extensions, which gave the whole show continuity. To finish the look the Prema team custom made feathered plaits for the part of the show that was “NAVAHO” themed.
The show was a success, and given that the brief was so minimal, Alan once again proved that no matter what, he would put his heart and soul into the production.
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23.02.11
Team Prema were present at the David Jones Autumn winter show just a few weeks ago. Check out the exclusive backstage brief provided by non other than Daren Borthwick.
Daren created 3 looks that when, asked what his inspiration was, he simply said "my MOTHER!!!!"
The first look was a variation of the Louis vuitton 2011 spring summer campaign.
The second was a modernized 70's soufflé textured “Farrah” look.
The third was the closest thing you will get to a perm revival without the horrible smell. The trick was a special tong and attachment that is a session secret.
The show attracted a great deal of media coverage and was hailed as a success. Daren once again proved that you can keep it simple, and still rock a high impact bang on trend fashion show.
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Page 24
09.03.11
Team Prema have been at it again, this time earning praise from television and radio presenter Maude Garrett, in the latest issue of Cosmo. Maude joins other celebrities such as Jessica Malboy and Megan Gale in sharing their "fave beauty spots" with the world.
Special mentions go out to our very own James, Dean and Ash who all look after Maude’s lovely locks.
So pick up the April edition of Cosmo to find out why Maude is in love with Prema.
Page 25
07.04.11
The Prema Creative Team have been hard at work over the past few weeks with their shots for both Culture magazine and the Colour Harmony awards, both to be submitted over the next couple of days.
Prema’s beauty story for Culture involved the use of ghd stylers along with Aveda products.
Our most recent rising star, Ryan proved to be impeccable during the shoot and stepped up as more than an assistant. He was dressing hair and creating sexy looks throughout the day.
The prestigious Colour Harmony entries have involved a lot of hard work and sacrifice throughout the team, yet have proven to be a creative driving force amongst the Prema family.
Take a peek at our behind the scene pics of the Culture magazine shoot and make sure to check back for more images and details to come.
Page 26
14.04.11
The Prema creative team are in the process of devising and implementing the looks for the latest Romance Was Born Collection.
After having met to discuss various briefs over the last couple of weeks and with the direction of Alan White for GHD styling, Romance have found themselves heading in a futuristic direction with the hair, pushing away from fantasy, yet keeping the look theatrical and high impact.
We look forward to hearing more about the direction of the hair over the next couple of weeks and we’'ll ensure that we share the exciting details with you.
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28.04.11
The Prema creative team are in a frenzy as fashion week is about to hit fever pitch over the coming week.
Prema are booked for Romance Was Born this Sunday the 1st of May, followed by the Manning Cartel show on Tuesday and finally we will be making an appearance at the Dion Lee show on Thursday.
We will be sure to keep you up to date with all the happenings over the next week with reports and photos.
Page 28
19.05.11
Prema offers you exclusive access to the Romance Was Born Show, which unofficially launched Fashion Week earlier this month.
The Prema Creative Team was under the direction of Alan White for GHD and created dramatic, futuristic, yet elegant hairstyles and headpieces.
The Inspiration for the hair came from the works of Erte, 1920’s finger waves and the 1980’s Fantasy film The Never Ending Story, which carried through into the fashion and production on the night.
Along with Manning Cartell and Dion Lee, the Prema team truly stepped up during fashion week and are looking forward to their next outing, until then Please enjoy our behind the scenes video and collection of images.
Page 29
09.06.11
Hair Expo is here again and Prema have the privilege of assisting the Aveda Global Creative Director, Antoinette Beenders during Saturday nights opening gala.
For those who aren't in the know, Antoinette has directed hair for labels such as Prada, Miu Miu and Dolce & Gabbana. We wish Caner, Tara and Dolly all the very best on the night.
Sunday night sees our very own Ryan and Vanessa producing work for the GenNext show. GenNext showcases the best up and coming talent in the industry and will provide an opportunity for our young guns to shine.
Prema will also have our team attending courses, shows and seminars over the long weekend and we intend on sharing these experiences with you on our news page and in salon over the coming days, weeks and months.
Page 30
16.06.11
Hair Expo has yet again proven to be a success all round for Prema and the Australasian hairdressing community.
We have a selection of images and videos to share with you over the coming weeks, starting with the GenNext show.
Vanessa and Ryan were hard at work assisting the Pivot Point Team with their “"What the past would look like if the future had happened sooner”" show.
We will bring you more news and pics very soon!
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Page 31
24.06.11
Check out this short vid of Prema’'s adventures at Hair Expo last weekend. A great time was had by all and we would like to thank all involved.
A big thanks goes out to Aveda, Pivot Point and Sasoons for their direction and dedication to the industry over the weekend.
Page 32
07.07.11
Linda has recently been on assignment for the Prema Creative Team, styling for Fashion Addict 101’s online store.
Linda helped create looks for the Spring 2011 Essentials Basic Collection.
Why not head over to their website and check out Linda’s handiwork, you may even pick up a bargain or two!
http://www.fashionaddict101.com/new-release/
Page 33
23.08.11
Last Tuesday saw Prema assisting at the Cara & Co store launch at Westfield Sydney City.
Under the direction of Alan White, Bindy, Linda, Tara Dolly and Johnny helped created slick structured pony tails for the models.
Check out the sneek peak below and don't forget to visit our website regularly for up to the minute news.
Page 34
25.08.11
Sydney based fashion label, Romance Was Born, have shot their latest collection for Marie Claire Magazines December issue and the Prema Creative Team were there to assist with their latest looks.
Linda and Dolly were led by Alan White, who set and small tonged the hair, eventually giving it a wild tease resulting in a structured yet textured look.
The venue was Sydneys iconic Marble Bar at the Hilton Hotel. We look forward to the final images in the December issue and to sharing them with you over the coming months.
Page 35
09.09.11
After a successful outing last week for the Prema Creative Team, who did a shoot for Priceline. Sammy Jo and Caner are busy this weekend assisting on a M.A.C cosmetics presentation.
We'll ensure that we keep you informed with news and pics of our events.
Page 36
11.10.11
The Prema Creative Team has been busy with hair, hair and more hair!! We start our fashion recap with Alan Whites workshop late last month. We created big, sexy and wavy hair, techniques we hope to bring to our clients in the salon.
Dolly also assisted Alan White on an advertising campaign for the next Nokia touch phone. The hair was set into glamorous waves and brushed out to give it an undone effect.
Firass Dirani from Underbelly’s Golden Mile was also on set looking his gorgeous self. Keep an eye out for upcoming commercials and magazine ads!
A 7am start in Pitt Street Mall last week, found our very own Johnny and Dolly working with UK Fashion Stylist and Host of “how to look good naked” Gok Wan. The hair was wavy and undone for that just left the beach feel. All in all a very productive few weeks for the team, don’t forget to check back for future events!
Page 37
20.10.11
On Monday Dolly and Sarah, assisted Alan White on the Harpers Bazaar shoot for the finalists of Australia’s Next Top Model.
The hair was blow waved with voluminous curls and set into waves with tongs, so the models looked effortlessly beautiful. Be watching FOX8 on
Wednesday 28th October to see who will be selected for the cover and see our little helpers faces pop up! Check out www.premalove.com for more pics!
Page 38
09.11.11
Yesterday our Creative Team was busy behind the scenes at Manning Cartell's Spring / Summer launch for 2011.
Under the Direction of Alan White, the models graced the runway at Café Sydney, sporting textured pony tails, tied with a knot and a simple middle part.
Thanks to Dolly, Rebecca and Johnny for a great job.
Page 40
19.02.12
Well done to Carmin for her assistance on the latest Scanlon & Theodore collection.
Be sure to keep a lookout for the Prema Editorial Team next Tuesday the 28th Feb, as we join Larry and Kylie on the Morning Show presenting Oscar hair for the masses.
