A sense of new

ALFAPARF MILANO gets back to its roots. Italian style, which has always been part of the brand, once again listens to the beat of Italy's creative heart: Milan, the city in which past, present and future combine.
Drawing on the city's cultural richness, a creative center where ART, FASHION and DESIGN merge, ALFAPARF MILANO has succeeded in grasping its distinguishing and essential features to offer the most innovative solutions in the hair care sector.
Research, quality and essentiality, craftsmanship and italian style are the key elements that allow ALFAPARF MILANO to satisfy the five senses, by providing new contents each time.

The A SENSE OF NEW collection satisfies the constant need to go beyond what we know to continue discovering what is new, attractive, clean, precise and clear.
A SENSE OF NEW represents a new way to express a subtle sensuality concentrated in the nineteen-nineties in Milan: each aspect embodies two opposing characteristics in the cuts, colors, styling, clothing and settings that are encountered by creating unexpected results. Nothing is overstated, everything has an ever yday, humane feel: technical without being cold, composed without being artificial, just like the ALFAPARF MILANO world.

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EXTREME & DESIGNED
		A daring young woman who succeeds in making even the most extreme things personal. An obsessive attention to detail that helps create a strong yet witty image. An architectural, defined and designed approach that translates into clear and sudden yet restrained scissor strokes. A deep, extreme color that shakes the perfection of the shapes deep down using overlapping tones.

MATHEMATICAL & SENSUAL
		The elegance of the scissors' mathematical cutting precision. The morning light that crashes against the strident surface of a glass wall. Casts become sculptures. The hair is tousled by friendly hands to lose the coldness of a technical approach. The strokes of contrasting color become dynamic and sensual, but almost hidden movement.

COMPLEX & FLUID
		Simple transparency of something incredibly complex. Nature in slow motion. The female image is tidy, flawless and at the same time, bursting with sensuality. Glossy, complex everyday hair in perfect order. The compound explodes in 3D effect that transmits fluidity and energy.

MINIMAL & GLOSSY
		The male image gets back to the roots of simplicity. All distinctive features are wiped out. The glance is perfect without being distant. The hair are clean-cut and basic, blonde, glossy. To discover a lively and determined, warm and composed glance.