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EDITORIAL #5

Re-Action Beauty

Historically a free city and the last bastion of the fight against Franco in the Spanish Civil War, Barcelona lives and breathes through experimentation. For decades the cresting the wave spirit of the capital city of Catalonia has evinced an innovative longing for change: from the architecture of Gaudí, with his hyper-revolutionary stylings, through the art of Miró, Picasso and Dalí; haute cuisine, which exists in the form we know today thanks to the genius of Ferran Adrià; the cinema of Almodóvar, literature of Ruiz Zafón, Vázquez Montalbán and the words of Orwell, etc. So, it was there that we decided to shoot our Spring/Summer 2020 collection and, within that context, the trends we have created aim to describe a fluid Re-Action beauty in both forms and consumption: “In a time of ongoing changes, it is the hope of renewal that helps us free up creativity so as to tailor the most suitable looks for our clients” (Mauro Galzignato).
Awareness and respect for the environment have become values the world over and, so, if the colours and fabrics evoke earthy, natural feelings, then “the hair shall adapt accordingly and round out the concept, vibrant nuances that seem merely monochromatic yet are rich in varying intensities, breathing life into subtle movements”.
The working world also plays a key role: “Gender equality, renewed women’s solidarity and the end of outdated and unreal stereotypes have seen the birth of a characterful inclusive aesthetic that is revealed through strong colours and geometric lines. And it is here that the hair plays a quintessential part, transmitting a message through bold shapes and colours while simultaneously promoting versatility and swift changes of look”.
I do hope you enjoy reading what follows!

Francesca Nocentini (Kemon Marketing manager)

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