AUSTRALIA’S hair fashion industry is being touted as one of the most creative internationally in the wake of a ground-breaking showcase by TONI&GUY Australia which took models off the catwalk and thrust them into a theatrical production. In what is a first in this country, the company’s recent 2011 Collection Launch took the form a theatrical dance show in which models, actors and dancers came together in an electrifying performance leaving industry heavy weights spellbound.

More than 180 people worked a total of 4 months on the 47 minute show at Sydney’s Daltone House which starred FAME’s Kate Wormald and Underbelly’s Salvatore Coco along with singer Katy Wren (MGM Records) and 20 of the nation’s, if not the world’s, best dancers.

The performance told the story of a hairdresser who struggles to express her creativity and individualism in a communist world but refuses to conform and rebels in a fight for freedom.

Models Alice Burdeu, Simone Kerr, Kelsey Martinovich and current Next Top Model winner Amanda Ware were among the 20 plus models showing off the bold new styles of the 2011 Collection as part of the performance.

By the curtain close, there was little doubt the event had set a new benchmark for the way the fashion industry showcases itself in this country. Gone are the days of the highlight of Fashion Week being a clear Perspex catwalk, or an archway over the runway entry; the world wants more.