From October 6 to 10, the Framesi International Congress 2024 took place in the imperial setting of Budapest. More than 900 participants from over 30 countries gathered to experience a program full of inspiration and innovation, combining art, fashion and personal stories.
Budapest, with its historical charm and vibrant nightlife, provided the backdrop for an event where glamour and creativity met from the moment guests arrived. Upon entry, guests were greeted by a team of “paparazzi” and invited to walk down a red carpet to a backdrop where a photographer captured personalized shots. This movie premiere-style welcome set the tone for a five-day event that promised to be exciting from the very beginning.
This year’s concept, “Frames of Life," brought to the stage not only the latest trends in hair fashion but also the personal and professional stories of the hairstylists who have transformed this profession into an art form. Each performance was introduced by a brief documentary film, allowing the audience to glimpse into the daily lives and passions of the stylist protagonists, revealing not just their artistic talent but their human side as well.
The highlight of the Congress was the shows that captivated the audience. The first part, held on Tuesday, October 8, featured internationally renowned stylists who transformed their creative visions into artistic performances, impressing with cutting-edge techniques and impactful looks. The second part, on Wednesday, October 9, saw the institutional teams — Italian Style Framesi, Italian Style Energy and Framesi International Hairstyle — take the stage, presenting styles and trends set to influence the world of hair-beauty.
Another key moment in 2024 was the Distributor Meeting, a strategic discussion between Framesi and its international partners, during which the objectives for the upcoming year were outlined, particularly focusing on expansion into two new markets: India and Armenia. This further demonstrates Framesi’s ongoing commitment to expanding its global network.
The 2024 Congress concluded with the traditional farewell party: an elegant evening aboard the Europa ship, moored on the Danube.
Framesi President Fabio Franchina expresses great satisfaction with the success of the 2024 Congress: “The format of this edition allowed all participants to gain new insights and see different opportunities. Once again, this is an event that goes beyond the traditional presentation of new collections. It deeply engages the attention of the hairstylists, who, thanks to the development of new visions on services, will change their approach to their work as soon as tomorrow.”
Regarding international participation, Franchina adds: “We had over 900 professionals from 33 countries. Despite the difficulties faced by some regions, such as Ukraine, the determination of our participants was truly moving. Our sector has proven to be resilient even in times of crisis. Our mission is to support the success of hairstylists worldwide, providing them with certainties and solutions to help them achieve their professional goals.”
President of framesi North America Dennis Katawczik shares, “The Framesi World Congress in Budapest was a remarkable presentation of Italian style, in combination with hair, beauty, clothing and fashion, resulting in a brilliant consequence of the full look of the woman. The artists on platform displayed talent and showmanship that has become the trademark of Framesi. The audience, comprised mostly of professional hairdressers, were provided with the kind of inspiration that they can bring to their studio to enrich the authentic beauty of each guest.”
The framesi North American delegation also included Executive Vice President Jarrett Katawczik, stylists representing the 18 Dellaria Salon locations in Massachusetts, as well as two of last year’s on-stage stylists: Design Group Member and Brand Ambassador Jeremy Abraham and Italian Style Team Member and Brand Ambassador Mickey Svircevic. Along with the presence of national and international press, and the participation of prominent influencers, such as Floppy Rivero, Framesi's ambassador for the Latin American market, the International Congress 2024 solidified its position as one of the most important and eagerly anticipated events in the industry.
The 2025 edition has already been scheduled in Madrid, where Framesi will celebrate its 80th anniversary, paying tribute to the long journey of innovation and success that has made the Italian multinational a key reference in the world of hair-beauty.