On November 8, 2008, Rolf’s presented the largest and most ambitious runway collection featured in Scottsdale Fashion Week 2008. Rolf’s “Beauty Evolution” delivered a razor-sharp, ultra-modern collection of couture hair, captivating make-up, and sophisticated fashion deeply inspired by the intelligent beauty of 20th century American glamour icons.

Fashion and culture have always had a dynamic and tumultuous relationship. Fashion can reflect our highest aspirations of glamour and escapism. Fashion can become a symbol of protest, subversion, and a lightning rod of controversy. Fashion can unite identity from one generation to the next. Fashion can also tear two generations apart.

As a culmination of six months of intensive research and development, Rolf's Beauty Evolution explored this love/hate drama as it has played on the stage of American culture for the past 100 years. For an in-depth journey through American culture and fashion by the decades, we welcome you to visit Beauty Evolution: The Back Story