According to Nichole Rescildo, senior events manager for Redken,the guest list was a sampling of "our educators, who are out thererepresenting the brand.
The objective of the fashion show, which servedas a welcome reception for two days of meetings and teambuilding, was to"get all the Pure artists [hairstylits who have been trained by reps forPureology products] together, and make sure that they're delivering the brand'smessage to our salons," she
said, adding that Chicago was chosen asthe event's host city because "it's the center of the country."
To underscore the image of purity that the Pureology brand strivesto represent, Rescildo
enlisted the services of Event Architects todesign an all-white event.
"We had to make sure that attendees wore white,that the decor was all white.
We even asked Wolfgang PuckCatering to prepare vegan hors d'oeuvres, which works with our[chemical-free] brand," Rescildo
said."The greatest challenge ofplanning this event was to make sure that we were brandedcorrectly."
Event Creative's NikkiShafer, who assisted with the evening's decor, said that Rescildo
wanted thehair show's set to evoke Project Runway.