JOANA NEVES

Editorial Director

JOANA NEVES
Editorial Director

Joana is a highly respected stylist, currently based in London and with roots in Portugal. She is renowned for her skilful and glamorous work, regularly flying around the world to provide her expert touch at High Fashion and Couture shows. As an influential trendsetter in her home country, she also frequently appears on television to share her valuable expertise in hair and fashion. Her passion for exquisite hair aligns perfectly with our own philosophy of bringing luxury to hair, and we can’t wait to see what Joana’s signature touch of elegance brings to the Alterna vision!

Joana, your work is stunning and your love for the craft is evident. Where does your passion for hair come from?

My passion for hairdressing was inherited from my mother, who has been a hairdresser for more than forty years and owns a well-known salon in Portugal. She inspired my love of hairdressing, but I found that I wasn’t content with being just another hairdresser – that’s why I decided to perfect my craft and aim for the global stage!

As a leader in your field, you’ve had the pleasure of working with countless esteemed global brands, such as Dior, Chanel and Givenchy. How did you come to be where you are now?

When I was a teenager, I decided to move to the city of Murcia in Spain to study cutting and coloring. While studying, I worked at Juanfran Peluqueros, learning more about the profession I was entering and picking up Spanish as I went. After three years, I returned to Portugal and began working with Carlos Gago, a skilled hairdresser and ambassador for L’Oreal at Ilído Design Cabeleireiros. In 2011, I made a name for myself by winning two gold medals at the Portugal Skills Competition and another at the Full Fashion Look Competition. Soon after, I decided to leave Portugal and I haven’t looked back since! In addition to working as a Stylist and Colorist, I have played an active role working backstage at the bi-annual international Fashion Week shows in New York, London, Milan, Paris and Berlin. Throughout this journey, I have worked with some of the biggest names in the hairdressing world, such as Guido Palau, Chi Wong, Rudi Lewis and James Rowe. I have also spent time with Vidal Sassoon and Georgiy Kot, both of which were defining experiences of my education. Thanks to their guidance, I was able to grow into an award-winning color and hair stylist, capable of delivering fantastic results for any challenge that comes my way.

Proudest hairdressing moment: Cutting hair for those in need at the Syrian refugee camp, Calais. Those smiles will stay forever in my heart!

JOANA AT WORK

Pixxl

Pixxl

Origami

Origami

Presenting

Presenting

Backstage

Backstage

In my spare time: I simply love to laugh with my family and friends. You'll catch me exploring a new city or heading to the beach.

Your work radiates elegance and sophistication, and your designs are always on the cutting edge of high fashion. How do you keep up with the latest trends?

Working at Fashion Week is always an amazing experience that brings me up-to-date with the latest trends in hair and fashion. I find that it really boosts my creative energy, which I can then channel into all my other assignments during the year. I love to shape a style by considering every detail of the full look, and being able to see fashion trends up close as they happen is fantastic inspiration for this!

EVENTS

Alterna Trainers from all over Europe traveled to Amsterdam this February to attend the Winter 2020 Train-The-Trainer event. An unmissable opportunity to gain hands-on experience with the latest Alterna products and techniques, the event was also an insight into upcoming launches and collections.

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