Sunday, April 4, 2010
Eighties goth. Nineties grunge. Eternal beauty.
Sublime, the latest collection from Aveda’s VP Creative Director Antoinette Beenders, is inspired by music, culture and the iconic personalities from the late 20th century.
“This is punk beautified, raw and hardcore at the foundation, refined and elegant in its interpretation,” Beenders says. “We used opposing notions to present past ideas in a new way." "It is often the case in culture, that what’s old becomes new again," Beenders continues. "Strong shapes, rough styling and matte finishing mingle in this collection to exude a raw yet sophisticated sex appeal. " "We cut classic silhouettes bluntly, and the makeup is intense, but done in a really beautiful way," Beenders says. "Sleek black-and-white clothing against a white background lends a freshness and vigor to the imagery.”
Beenders invites you to regard Sublime as an invitation to rethink the past—to find inspiration in unexpected places and to use your own experience as fuel for imagination. Lead artists from Aveda’s global network produce trend collections twice per year. Taking global hair trends from runway to real life, collection techniques are taught to the Aveda network in workshops around the world, providing Aveda stylists, colorists and makeup artists the opportunity to hone technical skills and explore their own creative expression.
Says Beenders, “Texture and bold color are back in a major way. What a wonderful opportunity to reinvent ourselves, return to fundamental skills and find new ways to create! I am challenging the network to rediscover their artistic voice."
Credits: The Aveda Artistic Team; Creative Direction: Antoinette Beenders, Vice President Creative Director; Hair Color: Ian Michael Black, Technical Artistic Director, Aveda Academy, London; Hair Cut/Style: Allen Ruiz, Aveda Guest Artist, Jackson Ruiz Salon, Austin, Texas; Erminio Fiocca, Artistic Director, Aveda Academy, London; Makeup: Rudy Miles, Aveda Global Make-up Director, New York, New York; Janell Geason, Aveda Guest Artist, Minneapolis, Minnesota; Photography: Miguel Reveriego; BTS photography: Patrick Scher