PREMA BRINGS ITS DYNAMIC FLAIR FOR INNOVATIVE HAIR EXPRESSION TO NEW YORK FASHION WEEK
- Written by Tom Estey
The Thriving Lower East Side Salon Will Provide Hair Direction for A Moi and Work Across The Shows for Top Designers Mara Hoffman, Jonathan Simkhai, Libertine and Tome
In the year since it opened on NYC’s bustling and creative Lower East Side, Prema Hair Salon – driven by its unique and dynamic, forward thinking aesthetic - has become a premiere hotspot for innovative hair expression for savvy New Yorkers – and a powerful game changer in the city’s hair fashion world, collaborating with some of the most exciting emerging designers.
At this year’s Fashion Week, set for September 10-17, Prema will oversee direction for the highly anticipated show of A Moi, a luxury women’s ready-to-wear and accessories collection designed and founded by Alejandra Alonso. Perfectly in line with Prema’s multi-faceted approach to hair styling, the designer balances artistry and function in creating collections that embody femininity and experimentation matched by its flawless execution and artisanal edge.
Prema will also be working across the shows, providing prominent backstage styling support for prominent designers Mara Hoffman, Jonathan Simkhai, Libertine (Johnson Hartig) and Tome (Ramon Martin and Ryan Lobo) and many more.
Driven by the progressive vision of hair and beauty entrepreneur Francesco Ruggerino and main stylist and Creative Director Dale Delaporte, Prema has achieved lightning quick success and are developing a reputation throughout NYC for doing some of the hottest work on the Lower East Side. Prema features an outstanding team of hairdressers and “creatives” who have worked all over the hair fashion world.
Head colorist Natalie Elias, formerly one of the leading colorists in London, is, according to Ruggerino, “transforming half of the women in the neighborhood.” Stephanie Annaliese has been a renowned hair stylist on the Lower East Side for many years. Other members of the Prema team – who have been on board since the launch of the salon - include colorist Annarose Delaney and stylist Gregg Lennon.
“We have a very engaged, dedicated team of people working together, pushing each other to perform at a high level of service,” says Ruggerino. “It’s exciting to be part of such a supportive community here on the Lower East Side, and have the opportunity to build a wonderful clientele for our business here. Our clients drive and inspire us to be the best we can be and perform at the highest level possible in the ever-changing world of hair. We’re very honored to work with so many great designers as part of NYC’s fashion week.”
In 2004, when he launched his first state of the art, cutting edge salon in Bondi, an eastern suburb of Sydney, Australia, Ruggerino chose “Prema” – the Sanskrit word for “love” – as the perfect name for his multi-faceted creative playground. Built on the foundation of passion, skill, personal and professional development, Prema – which expanded to a second thriving location in the inner city suburb of Surry Hills, one of Sydney’s most artistically vibrant neighborhoods, in 2009 - soon became a vehicle for inspiration, achievement and excellence in salon, education, editorial, runway, design and production. With a total staff of 70 covering the two locations, the Prema salons are driven by an outstanding team of hairdressers and “creatives” who have worked all over the hair fashion world. They perform at a high level while serving a large portion of Sydney’s beauty community. The Bondi location is currently one of the busiest in the country.