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The Italians sure know how to party!

Alter Ego Italy celebrated 25yrs with it’s international hair show, London Calling, and one mega party at the Ministry of Sound Club this month..and Fruition Hair’s Craig Smith, the brand’s Global Ambassador, and Executive Stylist, Julia Dunleavy, made the journey from Brisbane to attend the event at the iconic club in central London.

With the event playing host to more than 300 of Alter Ego’s clients from around the world, Craig took to the stage to present his A/W 2014 collection, ArtHair, which features four key trends – Punk Prophetic, Sport Luxe Redux, 50s Glamour &Satorical Seventies – and his most recent hair collection, Kyoto.

“Kyoto is all about pushing the boundaries of a traditional hair collection” Craig said, on the night. “I wanted to evolve as an artist and create real cohesion with a team of individuals that could see what I envisioned.  For me, the Kyoto collection is about being courageous and determined to be progressive, and to work holistically with each artist involved within the creative process of image making.”

The show ended to a standing ovation and then guests were encouraged to continue to celebrate, partying into the wee hours of the next morning – the Italians certainly know how to have a good time!