21st October 2026
Sun drenched terracotta buildings, the air filled with exotic aromas from street vendors selling their spices. It could be nowhere else but Marrakesh which is where the Framesi International Congress was held from October 5th to 8th.
And guess what, I was there!
I attended the International Distributors meeting which, as well as looking at 2026 successes also showcased the activities planned for 2027. Fabio Franchina, president and chairman opened the morning session with an impassioned speech about what makes Framesi so unique in the current marketplace, and why the brands 80+ years heritage was so important. Camila, Fabio’s daughter was invited on to the stage as details were shared of how the family-owned company is evolving.
Next on my agenda was an avant garde presentation called ’inside the mirror’ a creative and emotional journey from Valeria Barba focussing in on the For-Me styling and finishing ranges it was time to head off and witness a presentation on the new hair spa concept linked to Morphosis, the extraordinary care line which includes the award winning Morphosis Restructure Leave-In Molecular Booster Serum.
Teams from LatAm and Asia and the Global team each presented their own unique take on trends at the first of two evening shows, where they shared own unique styles. The auditorium was packed and everyone sat back and enjoyed 2.5 hours of the very latest in hair styles, each team delivered a showcase of their own particular vibe, and at the end of the event we had witnessed in excess of 30 models on the stage.
The next day I attended ‘The Magical Colours Factory’, a look and learn with Armando Petracci, Framesi Global Technical Director and Floppy Rivero, Framesi ambassador who explored the various colour ranges from the company and how they can be used in traditional ways and how to push the creative aspects of each different brand. Then I sat down and listened to a technical expert talk through the Morphosis universe with Naila Battel.
The 2nd evening featured another incredible show, this time featuring the hai(r)evolution, Italian Style and Energy Style teams who showcased edgy and contemporary cuts, colours, curls and styles to another jampacked house. There were opera singers, an orchestra, a heavy rock guitarist, ballet dancers and hairdresser all on stage at the same time, sounds wild, it was, but perfectly so.
After dinner everyone headed off to an uber cool venue for the closing party; Palais Dar Soukkar, once a sugar factory but now a venue for creating life long lasting memories. People danced into the early hours and looked back on a truly inspiring, educating and fun congress.
All in all the Framesi International Congress was an action packed, fun filled, inspiring and educational event that showcased fully the commitment Framesi makes to salons and the world of professional hairdressing.
If you want to know more about Framesi check out www.astonandfincher.co.uk
