An unforgettable 80th anniversary lit up the hearts of the global community with creativity, spectacle, and pure emotion.
[PITTSBURGH, PA | MILAN, Italy | Madrid, Spain] Over 1,000 hair-styling professionals from every corner of the world took part in Framesi International Congress 2025 from September 28 to October 2 in Madrid, Spain. The event coincided with a historic milestone: framesi’s 80th anniversary and offered a unique occasion to celebrate the past, live in the present, and gaze into the future, with a global community of hairdressers, barbers, and distributors who have long regarded framesi as a reliable and innovative partner.
“Eighty years is a significant milestone. Celebrating it with hairdressers from all over the world is pure joy,” declared Fabio Franchina, President of Framesi. “We have shared the values that have distinguished us since 1945: quality, commitment to salon success, and continuous education. And we will continue to innovate to provide hairdressers with tools and services that make them ever more competitive.”
Two major International Hair Shows electrified the stage with more than 15 international artists including, for the first time since 2023, salon professionals representing Italian Style USA. A world-class delegation of elite Italian Style Team and Design Group Members represented, on platform, framesi North America. Framesi North America Creative Director Jeremy Abraham (@jeremytoddhair), Tina Brown (@tinabglam), Anthony Jefferson (@champoo412), and Jessica Roth (@jessilee_hairartist) lit up the stage with support from Mickey Svircevic (@mickeyatdistricthair) and Sarah Scaccia (@scacciahair), whose styling and multimedia expertise ensured every look and moment was elevated and captured to perfection.
The shows traced 80 years of framesi’s history with original storytelling as actor Davide Bardi introduced each decade, guiding the audience on an emotional journey of images, creativity, and hair fashion. The talented professionals of Team USA created looks inspired by the 1960’s during the first show of Congress.
Also presenting during that September 30th show were Avant-garde Artist Valeria Barba, the Italian Style Framesi team, and Hai(r)evolution.
The second show highlights included Italian Style Energy, The Color Show with Framesi Global Technical Director Armando Petracci, Framesi International Master JIRO OKABE, and Framesi International Ambassador Floppy Rivero, and the International Hairstyle Framesi team.
Closing the performances, for the first time together on stage, were the second and third generations of the Franchina family – Fabio and Camilla – who greeted the participants hand in hand with a message of confidence and continuance: “Seeing the eighty years of Framesi come alive on stage was a unique experience. Even more special was witnessing the future taking shape: our commitment is to build a bright tomorrow together, grounded in the very values that have grown this extraordinary reality.”
International & Digital Stars
Among the most followed off-stage moments was a self-branding and social media workshop with Floppy Rivero (@floppyrivero), a Latin American hairstylist with over 133,000 followers on Instagram and content reaching over 600,000 views. The Barber Business workshop was presented by Machete, the barber franchising group which, with its 22 affiliates across Italy and a barber shop in the UK, represents an Italian excellence in beard and hair care.
International creators from the US, Canada, Argentina, Costa Rica, Uruguay, Italy, Ukraine, Hungary, Azerbaijan also took part in the Congress, sharing the event’s vibes with their audiences through creative and innovative social media posts.
Immersive experiences & new markets
Congress wasn’t just a show, it was also about education and business growth.
The Morphosis Hair Spa – Beauty meets Technology corner drew strong interest, where Naila Battel and Fabrizio Cardelli demonstrated the strategic value of advanced trichological analysis using a new app and trichocamera, illustrating how it enables truly personalized treatment pathways.
The Distributor Meeting took place, with over 70 international distributors in attendance. On this occasion, Framesaw signed important agreements: a new distributor for Peru, and one for the Middle East countries of Bahrain, Oman, and the United Arab Emirates.
Framesi International Congress concluded with great enthusiasm and anticipation for the next edition. Framesi International Congress 2026 will be held in Marrakesh, Morrocco October 4-8. A new chapter that will unite Italian style with the energy and allure of Morocco and continue writing framesi’s story together with beauty professionals from around the world.