To showcase its latest hairdos—and the finishing productsrequired to create them—L'Oreal's haircare line Pureology hosted an all-whitefashion show for hairstylists from around the country.

On Sunday night, a sea of hairstylists dressed all in whitegathered in River North's Ivy Room forPureology's similarly hued hair show. To showcase its latest collection ofhairstyles and the finishing products needed to create them, the L'Oreal-ownedproduct line gathered some 50 stylists from around the country to witness theshow, where the brand's devotion to purity was underscored by an all-whitedress code and decor scheme.

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. "We did awet-look runway, which ended up looking like a white mirror," shesaid. "At the end of the runway, we did a silhouette wall where modelsposed as they were getting their hair touched up, which was very reminiscent ofthe show."  According to Shafer, the greatest challenge of creatingthe evening's pure-white look was keeping it dirt-free: "All ourstaffers had to wear socks," when setting up the space.

Correction: The piece has been updated to properly reflectNichole Rescildo's involvement in the decor. 

  —Jenny Berg