Alter Ego Italy, a leading brand in professional haircare and part of the Pettenon Cosmetics S.p.A. SB Group, brought together industry professionals and clients on October 19 and 20 at the Hilton Sorrento Palace for the debut of the Global Hair Show VISIONS and the first collection by the brand’s new Creative Director Leonardo Rizzo, ICONIC VISIONS.
In Sorrento, the Global Hair Show VISIONS, hosted by model and TV personality Cristina Chiabotto, marked the beginning of a new chapter for the brand. The event introduced a stylistic project designed to redefine the dialogue between hair, design, and beauty, transcending the boundaries of seasonal trends. The name reflects the idea of looking beyond the present, imagining new forms of beauty and creativity: a forward-looking vision capable of turning inspiration into trend, offering professionals a privileged perspective on style evolution.
The spotlight of the event was Leonardo Rizzo, making his official debut as Alter Ego Italy’s new Creative Director. An internationally renowned hairstylist, Rizzo is recognized for his contemporary artistic vision and his ability to transform hair styling into a language of personal expression. His first collection for the brand, ICONIC VISIONS, exemplifies this approach, inviting everyone to rediscover and bring to light the “icon”—the alter ego—within themselves. Inspired by his dual Italian and London background, the collection blends urban creativity with Made in Italy elegance, creating harmonious contrasts: delicate shades intertwine with bold textures, resulting in audacious looks that remain grounded in reality.
This vision perfectly aligns with the brand’s new campaign, Unlock Your Possibilities, celebrated at the opening of the show as a symbol of transformation and opportunity. The campaign highlights the potential of both the hairstylist and the end client, guiding them through a journey in which Alter Ego Italy acts as an enabler through a combination of performance, innovation, and empowerment. Here, the hairstylist, like a magician, transforms volume, light, color, and shape into a unique and endless story of beauty, reflecting the desires and nuances of each client.
Among the highlights of the event was also a tribute to creativity showcased during the last two editions of Milan Fashion Week, where Alter Ego Italy created iconic looks designed to enhance the runway collections and amplify their visual storytelling. This synergy strengthens the dialogue between fashion and signature hairstyling, reaffirming the brand’s expertise in harmoniously weaving fashion and hair into compelling stories of style and beauty.
With VISIONS, a Carbon Neutral certified event, Alter Ego Italy inaugurates a new era—starting from Sorrento, looking to the future, and aiming to continue inspiring and innovating by offering hairstylists ideas, visions, and products capable of transforming every creation into a unique experience.