​Making Hairstory

Josef’s students and alumni grace the runway for Fargo’s finest fashion event

Josef’s school of hair design has been a cutting-edge institution in North Dakota since its inception in 1960. In 56 years, generations of students have walked in and out of its doors. Josef’s Annual Fashion Awards (JAFA), now in it’s 11th year, is one of Fargo-Moorhead’s most fashion-forward events, featuring not only the work of its students but alumni as well. Not only does it serve as a showcase of the alumni’s and students’ blood sweat and tears (which is no exaggeration); it also serves as friendly competition.

Thirteen judges from across the country have made the trek to Fargo for this event: Roby Powers, TIGI Collective Member and Educator at the TIGI Academy in New York City; Nino Altobelli, Vice President and Creative Director at Rocco Altobelli Salons in the Twin Cities; various salon professionals from the Fargo-Moorhead area, and a few local celebrities and media professionals.

Each student is judged on their hair, makeup and costume. Not only do the students work with their model’s natural hair. Guests can anticipate a rainbow array of color, textures, and through-the-roof extensions. My visit to the school was after hours, yet a handful of students and models worked busily, bedazzling costumes and adding yards and yards of hair to their headpieces.

Pelican Rapids native Chelsey Hart worked diligently on her hairpiece with model Stephanie Arneson. A construction helmet served as the base from which elliptical pieces of tubing sprouted. Fringes of synthetic brunette hair hung from the tubing, but that is just the beginning. The challenge is that each sculptural hair piece, like Hart’s, has to be at least 75 percent covered with hair.

Moorhead native Allie Kirstnek patiently bedazzled sparkly fringed shoulder pads to complete her model’s costume. “My model will have fingerwaves so I wanted a vintage feeling” she said. Kirstnek admitted that she was in the midst of a mix of emotions -- nervous, stressed, and excited, but the student knows it will all be worth it once her model walks down the catwalk.

Saturday will be a long day for both model and hairdresser. Judging starts at 11:45 a.m.; the runway show starts at 7 p.m. That means a lot of downtime without compromising your hair, makeup, and costume.

Josef’s instructor Miss Amber added, “You never know what will make or break the model, the craziest things get used. There are a lot of things that you would never know are used.” Miss Amber also admits that the ideas start churning as soon as the morning after the previous JAFA, and she has been adding thriftstore trinkets to her costume trove throughout the year. A girl has to accessorize, right?

The High Plains Reader also had the opportunity to chat with Elaine Olivieri who along with Mario Olivieri are second-generation owners of the institution.

High Plains Reader: Can you tell us about the JAFA Awards? How did they come to be?

Elaine Oliveri: JAFA is a student competition aimed to build our students’ confidence and skill in hairdressing. In order to really succeed in this dog-eat-dog industry, they have to be constantly learning and pushing their comfort zones.

Competition was exactly this for Mr. Josef, an opportunity to prove to himself and others that he had the skills and confidence to respected in the industry.

LIke Mr. Josef, Mr. Mario won many competitions including the World of Beauty. This made people look at him, not as 'Mr. Josef's son,’ but allowed him to stand on his own two feet, make a name for himself, and prove to himself and others that his talent and skills earned the the place he is in today.

HPR: How have the JAFA awards evolved since their inception 11 years ago?

EO: We started at the Avalon with handwritten invitations and 50 models. Today we have sold-out crowds of 1200 guests, students, alumni and models. We receive international recognition in the industry for this show. The Global President of TIGI and their International Creative Directors have come to Fargo to judge our students’ and graduates’ work. What a humbling thing.

When recently, start up businesses from Fargo have been gaining national accolades, I wonder if Fargo knows, that they have home-grown talent in a realm of cosmetology as well.

HPR: How long have you been preparing for this year's event?

EO: The instructors at Josef's start the creative process about three months prior to the show. We look at things that are inspiring our culture, our fashion. And we look to see what motivates our students and derive our categories from there.

HPR: Is there a major theme this year?

EO: This year we have a legend to tell, one that speaks to many. A person who is pressured into fitting into the norm of 'what society expects from them.' It shows the progression of feeling the restraints of confinement and ultimately being able to self-reflect and realize that the most important thing they can offer to life and to others is their unique perspective and approach to life. Learn the Legend...and Be Legendary.

HPR: How difficult is it to direct 250 models?

EO: We hire the best dance group & choreographer in the Midwest. Soul to Sole Dance Conversion and Kelly Healy turn everyday guys and girls into fun, confident runway models!

HPR: What are the categories this year?

EO: This year we have Men's/Women's Cut/Color, Black Magic (avant garde), Return to Innocence (avant garde), Mirror Mirror (Makeup), and Be Legendary Alumni (avant garde). We have 16 judges from around the country coming to judge the models. Winners will receive all-expense-paid trips to advanced education.

IF YOU GO:

JAFA 2016

Saturday, February 27, 7 p.m.

Ramada, Crystal Ballroom, 1635 42nd St S, Fargo

tickets available at eventbrite.com