Eagerly anticipated by barbers and hairdressers, excitement for the #STMNTSUMMIT grows more with each passing year. For 2024, the community headed to the vibrant city of Barcelona, a hotspot of creativity and artistic inspiration.
The fourth #STMNTSUMMIT exceeded all expectations, fueling the STMNT community with renewed creative energy to inspire their craft. Bringing together the best of barbering and hairdressing, this immersive event took place over four days, showcasing a perfect blend of education and inspiration, with captivating hair shows including 45 live models, guest speakers and a new addition for 2024—a full-on festival experience!
"BARCELONA WAS THIS YEAR'S EXCITING DESTINATION FOR THE #STMNTSUMMIT. AS A CREATOR, I’M DEEPLY INVOLVED BEHIND THE SCENES, ENSURING THAT EACH SUMMIT IS A CAN'T-MISS EVENT FOR BARBERS AND ENTHUSIASTS OF OUR BRAND. IT'S INCREDIBLY REWARDING TO HELP GROW STMNT INTO A GLOBAL PLATFORM THAT CELEBRATES OUR COMMUNITY OF TALENTED ARTISTS."
– NOMAD BARBER, STMNT CREATOR
As with every year, STMNT’s global creators were at the heart of the event, taking to the stage to share the latest insights, trends and inspiration behind the statements they’re making in 2024:
GLOBAL CREATOR
JULIUS CVESAR (@JULIUSCAESAR)
GLOBAL CREATOR
STAYGOLD (@STAYGOLD31)
GLOBAL CREATOR
NOMAD BARBER (@NOMADBARBER)
The STMNT creators also shared the stage with internationally renowned guest artists, Gradient and Janina Zais, invited by the STMNT education team to broaden the skillset of the STMNT community.
TECHNICAL CUTTING EXPERT
GRADIENT (@GRADIENT____)
CELEBRITY & EDITORIAL COLORIST
JANINA ZAIS (@JANINAZAIS)
Both Gradient and Janina shared their expertise with the STMNT community through exciting on-stage demonstrations.
#STMNTSUMMIT: WHAT WENT DOWN
The #STMNTSUMMIT offered hairdressers and barbers four incredible days of education and inspiration like no other, covering a diverse range of topics to enhance their craft:
DAY #1 – CONTENT CREATION
STMNT ambassadors from across the globe gathered to create striking yet commercially wearable looks by teaming up with some of the most renowned influencers. With a combined total audience of almost 3.5 million followers, influencers @WILLIWHEY, @STEVENEPPRECHT, @PHILIPPGELTER, @KIM_TNKA, @NBAO.T and @JAN_STUEHMER had their hair styled by the STMNT ambassadors before their looks were captured on camera. The shoot covered a mix of editorial images, Instagram reels and TikTok content.
DAY #2 – TRAIN-THE-TRAINER
This was an opportunity to upskill the STMNT global community of education experts and ambassadors. STMNT is a brand that’s always gone beyond the product, but for this year’s Train-the-Trainer they went one step further—beyond hair itself—to embrace STMNT as a lifestyle. Guest speakers from industries outside of hairdressing and barbering joined the STMNT team to enrich the overall experience:
FASHIONISTA & INFLUENCER
JOSHUA GODFREY
(@JOSHUADGODFREY)
COMMUNICATION EXPERT
BEN GALLAGHER
DIGITAL EXPERT
BURKHARD MUELLER
(@MUTABOR_OFFICIAL)
This diverse blend of guest speakers was selected to equip the STMNT education specialists and ambassadors with the skills they need to stay top of their game.
"UPSKILLING OUR TRAINERS IS OF UTMOST IMPORTANCE. WE STRIVE TO INNOVATE BY BRINGING THE BEST OF GROOMING EDUCATION TO THE MARKET."
– BERNHARD KOEBL, GLOBAL HEAD OF STMNT EDUCATION
DAY #3 – INTERNATIONAL BARBER FEST
Continuing to prove why the 2024 #STMNTSUMMIT was BIGGER, BETTER and BOLDER, this year the STMNT global team, in collaboration with the STMNT Iberian team and professional tools manufacturer Artero, held their very own International Barberfest. This was the perfect opportunity for the STMNT community to kick back and enjoy a fusion of good food, music and inspiring hair shows. Tattoo artists inked on skin, while street artists took to graffiti STMNT artboards in this creative setting. Situated in the historic Palo Alto—an area now rediscovered and revitalized by young creatives—this inspiring location was the ideal backdrop for a day-long journey of creativity and a true celebration of the barbering industry.
DAY #4 – VIP GROOMING SEMINAR
For the final day, a select group of hairdressers and barbers were invited to a VIP masterclass to learn from the best in the business. For many #STMNTsummit attendees, the event presented a once-in-a-lifetime opportunity to learn from such a spectacular lineup of international artists. This VIP grooming seminar provided in-depth insight into how the experts created the styles they’d demonstrated on stage, with Gradient detailing for the precision cutting techniques. The session also featured a live photoshoot class delivered by Staygold and The Lab Studios, taking attendees ‘behind the lens’ to show them how to curate a professional hair shoot.
CELEBRATING THE #STYLEDBYSTMNT COMPETITION WINNER
The #STMNTSUMMIT was also a chance to celebrate Yoshi Okabe (@STYLES.BY.YOSHI), the winner of the international #styledbySTMNT Instagram competition. Yoshi took to the stage on day three during the International Barber Fest, recreating his winning look while talking through his career highlights and why STMNT is his product range of choice.
Yoshi was joined by talented artists including Titan Barber (@TITAN_BARBER), STMNT’s new US digital ambassador. Acting as moderator and mentor, he explained how STMNT US is working with hairdressers and barbers to level up their social media skills.