Aveda and Stella McCartney

Aveda and Stella McCartney Together Demonstrate the Power of  Activism for the Future of our Planet at Milan Fashion Week

Aveda Global Creative Director Antoinette Beenders used cruelty-free, vegan products to create beautiful, effortless looks for Stella McCartney’s Womens & Mens Spring 2020 Presentation

Global leaders in eco-luxury, Aveda and Stella McCartney, today demonstrated the spirit of positive change at Stella McCartney’s Womens & Mens Spring 2020 Presentation in Milan, Italy. The presentation was inspired by author and environmentalist Jonathan Safran Foer’s upcoming novel “We Are the Weather” which discusses the small sacrifices that can have a significant impact on our environment, which closely aligns with the environmental missions of both Aveda and Stella McCartney.

The presentation sent a “defiant message of activism” encouraging guests to take a stand to make a change to protect the future of our planet. The collection included phrases from Jonathan’s book, incorporating message of love and sustainability which were embroidered into the clothing, worn as tattoos on the models and even painted on the faces of some of the models for the presentation.

 

Aveda’s SVP Global Creative Director Antoinette Beenders led a team of Global Aveda Artists to create the hair look for the presentation using cruelty-free, vegan products that were manufactured using 100% wind power.1 “We really wanted each model’s natural, individual beauty to come through, so each look for tonight’s show was different,” Antoinette said. “I’m really proud of the fact that we created these beautiful looks with naturally-derived, vegan products. It’s a reflection of our mission to care for the world we live in, without sacrificing the performance of the products that we use.”