DAVINES HAIR SHOW 2008 | BY THE LOOM, THE WOMAN WEAVES HER HAIR

Following the success of “The Devotees' Feast” (Bữa tiệc của các tín đồ) in 2007, Dream Studio continued its partnership with Davines to evolve the Davines Hair Show 2008 into a distinct, contemporary performance art production titled “By the Loom, the Woman Weaves Her Hair”.

The defining highlight of the show was a transparent, conceptual box-shaped stage structure spanning the entire width of the Hoa Binh Theater. Designed to mimic a large-scale hair salon window display, this structure encapsulated and framed all performance activities within. Dream Studio utilized the imagery of a woman at a loom as the conceptual genesis for the entire program. “Weaving hair” became a profound metaphor for how individuals craft their own identities and appearances. Consequently, a unisex aesthetic was championed as a core trend, broadening the perspective on male and female hairstyling. Long or short, bold or soft - hairstyles were no longer constrained by conventional gender norms.

A major creative challenge for Dream Studio lay in seamlessly integrating three distinct brands - Davines, TIGI, and Create - into a single cohesive show, given their diverging brand ethos. Davines leaned toward elegance and natural beauty, TIGI was youthful and disruptive, while Create exuded a classic aesthetic. Rather than diluting these distinctive traits, Dream Studio orchestrated the show's pacing around the transitions between these contrasting styles, while also carving out dedicated spaces for the technical styling demonstrations of each brand.

Dream Studio significantly expanded the performance cast to nearly 70 models, combining top-tier faces such as Xuan Lan, Thanh Hang, Bang Lang, Kim Hong, Kim Minh, Uyen Lan, and Kim Cuong with emerging talents selected through the Davines Casting Models 2008. Collaborating with choreographer Tan Loc, catwalk director Xuan Lan, fashion designer Kelly Bui, visual artist Dinh Cong Dat, and both domestic and international hair stylists, Dream Studio engineered a theatrical space where hair fashion engaged in a direct dialogue with high fashion, music, dance, and performance art.

For Dream Studio, “By the Loom, the Woman Weaves Her Hair” further demonstrated the agency's capability to seamlessly integrate contemporary art, installation, and performance concepts into a commercial production. Furthermore, the event elevated Dream Studio's role from a conventional event organizer to a strategic creative partner, directly shaping the entire experiential journey of the show.