Showcasing cutting, colour and avant-garde styling for an audience from China.
Published:The Rush International Artistic Team recently presented an inspiring showcase at L’Oréal Elevate, welcoming an enthusiastic audience from China to explore the creative philosophy and technical approach behind the Rush brand.
The presentation opened with a video showcasing previous Rush collections before moving into a dynamic catwalk featuring three diverse looks, each demonstrating the Rush philosophy of Strength and Movement.
As the models took to the catwalk, the audience was introduced to a combination of texture, precision cutting, colour and long hair work, setting the stage for an afternoon focused on creativity and technical excellence.
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Taking the lead in the cutting section were Rush International Artistic Director Andy Heasman and Rush Artistic Team Member Jeremy Roca Ripoll.
Andy worked on a short ash-blonde base, with Rush Artistic Team Members and Colour Artist Tina Memhi adding panels of colour to the hair. Using these panels as a guideline, Andy created internal disconnection and structure within the shape, fusing the techniques together to introduce texture and enhance the overall silhouette.
Jeremy worked on a clean blonde shape, with Tina adding a subtle perimeter colour inspired by the 2026 Pantone Colour of the Year, Cloud Dancer. A gentle shadow was applied to the edges, enhancing the graduation around the hairline.
During the presentation, Andy explained the Rush philosophy of Strength and Movement and how the team approaches hair in a highly technical way.
The philosophy centres on creating strong, structured shapes that are fused with freer internal techniques, using texture to enhance and bring movement to the finished shape.
The catwalk models returned to the stage, joined by Rush Artistic Team Member and Colour Artist Kirsty Judge, who explained the colouring techniques used to complement and enhance each silhouette.
From bold reds and coppers to muted ash tones, the colour work was designed to work alongside the individual shapes, completing and elevating each look.
Andy and Jeremy then presented their finished creations. As Andy explained, the styling process was straightforward because the technical cutting and colour had already created the foundations of the looks.
The showcase then moved into a more avant-garde direction, with Rush Editorial Director Tina Farey and Rush Artistic Team and Creative Colour Expert Sueng Ki Baek bringing their models onto the stage.
Tina worked on a look inspired by a previous Rush collection, Paint on Hardware, creating bespoke pieces to form the shape before finishing them with acrylic paint in bold colours.
Baek’s model took inspiration from the Neo Futurism Collection, introducing a contrasting interpretation of avant-garde hair.
For Tina’s look, a headpiece was positioned at the front of the model’s hair, while a long ponytail was added through a hoop placed into the model’s own hair. Tina then created a larger-than-life silhouette, using pin frizzing on the ends to introduce texture.
The look was completed with earrings made from mooring rings and hair, finished using the same acrylic paint.
Baek used a razor to create short layers and introduce texture through the top of the hair and into the longer lengths. This revealed a bold colour palette of gold, red, blue and green, applied as abstract lines throughout the hair.
Both models took to the stage, allowing the audience to appreciate the finished looks from every angle.
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The showcase concluded with all the models returning to the catwalk, demonstrating the breadth and diversity of work created by the Rush International Artistic Team for L’Oréal Elevate.
From precision cutting and technical colour to creative styling and avant-garde hair, the presentation demonstrated how the Rush philosophy of Strength and Movement can be translated across different aspects of hairdressing.
“L’Oréal Elevate allowed us to present the Rush Philosophy of Strength and Movement in an exciting visual way, how it can be translated into cut, colour and styling to create hair that is exciting and innovative.
“We would like to thank L’Oréal China for staging this fabulous showcase and look forward to working with them again at future events.”
The showcase provided an opportunity for the Rush team to share its creative approach, technical expertise and philosophy with an international audience, demonstrating the breadth of possibilities when structured cutting, colour and creative styling come together.
More Info:
Online: Rush.co.uk
Instagram: @officialrushhairbeauty
Read Now: Classic to Creative – Mastering Precision Cutting Techniques.
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