AVEDA The Revolution of Reinvention Collection

The Revolution of Reinvention Collection

Presented by: Antoinette Beenders,

Aveda’s Senior Vice President – Professional Global Artistry

Inspired by the Aveda Mission, the spirit that I have tried to capture in the images for the new Aveda SS20 creative collection is a combination of punk, teddy girl, and 1950s French New Look. I was inspired by these eras of political activism, protest and female empowerment.

I have always believed that hair is the fashion of the body and the idea was to take classic techniques and market finds and to blend them with pieces from the newest catwalk collections in order to show that something old can look just as fresh and relevant as something new, and how both can be combined seamlessly to create a modern, contemporary and entirely relevant new hybrid look. All of the hair featured in this collection is either recycled or re-used, from techniques to actual hairpieces.

The message is one of valuing those items that already exist and using them as building blocks to create something brand new. Additionally, all of the fabrics featured in the shoot are naturally occurring.

The World is currently in the midst of a new “Youthquake,” where young people are rallying their forces and taking over the political mantle of the day. Uppermost on their agenda is the protection of our planet and the desire to bring an end to the senseless destruction that we as a race have been causing it in recent decades. Climate change and global warming, the plastic waste that is polluting our oceans and the giant landfills that are endangering our natural habitats are all central topics in this new dialogue which has redefined the conversations amongst our youth. The need to curb what many now view as completely unnecessary and unacceptable levels of consumption and in turn to limit the wanton waste that has come to define how life has been lived by most of us, at least until recently, is now being heralded as the most important political topic of the day.

This new political agenda is also reflected in the style decisions that young people are making and how they express themselves through the clothes they wear, the hairstyles they go for and the beauty and grooming decisions that they make. Uppermost is the desire to be seen as both responsible and conscious when it comes to matters of consumption and the waste that this potentially results in.

A recent cover of British Vogue features pop icon Taylor Swift wearing a vintage Chanel jacket. The magazine’s editor-in-chief, Edward Enninful, explains that his decision to feature vintage on the cover was motivated by the increased focus on conscious fashion and social responsibility that readers are looking to find in the publications they choose to read. This sentiment is echoed by American Vogue’s editor-in-chief Anna Wintour who is passionate about addressing the throwaway couture that has come to define fashion the world over. The message they are both looking to communicate is one of ‘buy less, buy better and buy to last’.

ABOUT THE PRODUCTS

Products used to achieve these looks included Nutriplenish™ Leave-In Conditioner for easy detangling and smooth, shiny hair; Phomollient™ Styling Foam, made using air-infused technology that transforms a liquid into a foam without hydrocarbon propellants, Brilliant™ Universal Styling Crème to create curls in baby hairs and Control Force™ Firm Hold Hair Spray for an extra strong hold

CREDITS:

CREATIVE DIRECTION AND HAIRCUT/STYLING

Antoinette Beenders

Assisted by Michela Pezza

HAIR COLOR

Bruno Elorrioroz

MAKEUP

Marco Antonio

PHOTOGRAPHER

Damian Foxe

FASHION STYLIST

Elad Bitton