“My creative day with Zoë Irwin” – Sophie Laidlaw

IMAGE-99This Monday (18 January), our six The It List 2015 champions enjoyed an exclusive and intimate trend-spotting masterclass with ghd ambassador, session expert and master hair educator Zoë Irwin.

Sophie Laidlaw, founder of Wonderland salon and the winner of The Entrepreneur 2015 title, was left buzzing and inspired after the day-long event, and she sent us the following blog detailing her experience…

MY CREATIVE DAY WITH ZOË IRWIN
By Sophie Laidlaw 

Dubbed ‘the Stella McCartney of hairdressing’, Zoë is undoubtedly the woman in the know when it comes to fashion, media and hair.

The day kicked off with coffees, croissants and informal chit chat about the industry and the direction of the day. Zoë was keen to keep it an open forum for discussion. I think as hairdressers we very rarely get the chance to just sit and talk about hair, so this worked really well and gave us a chance to listen the other It List winners’ encounters and experiences.

A genuine love for hairdressing means Zoë shares everything, with honesty and sincerity and a true desire to better the future of British hairdressing

As the story of Zoë’s career unfolded before us, colourful slides illustrated her journey so far. Zoë’s career has shaped her knowledge of not only the hair industry, but the fashion industry too. She is driven and passionate, and paints a wonderful picture of our craft. Her enthusiasm is contagious and what really struck me was that she doesn’t hold back. A genuine love for hairdressing means she shares everything, with honesty and sincerity and a true desire to better the future of British hairdressing.

By lunch, it’s fair to say we had taken in years and years worth of knowledge

As she shared her knowledge, we learned the art of the trend cartogram, about the innovators and the driving forces behind trends, the impact and the consequences that trends have upon society and the progression trends make thereafter.

We also learned about consumer typology; a visual and insightful snapshot of how a particular consumer lives. It’s great for me as a salon owner to see how trends are processed, and it’s not just about fashion or hair. It’s about lifestyle, the way we communicate, the way we dress, our homes, how we shop, share, learn… it’s everything. I can’t believe that before the session I didn’t know half of what Zoë explained, as it is so vital to what we do!

I feel like I’ve tapped in to a whole new level of my career

Next, Zoë moved on to sharing her insight on advertising, media, and her top quotes and session secrets with us. By lunch, it’s fair to say we had taken in years and years worth of knowledge. After a bite to eat and a quick interview with the lovely girls from Creative HEAD, we got hands on with researching and developing our own trends, the accompanying mood boards and making them relevant to us.

Zoë was on hand for guidance and direction, and it was great to spend some time with her one-on-one. I’m completely thrilled to have been a part of the session and if I was to sum it up in a nutshell, I would say captivating and thought provoking. I feel like I’ve tapped in to a whole new level of my career and that we should be excited about what’s next.”

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