Collections > Aveda Art of Nature S/S 2013 Trend Collection
April 29, 2013

Aveda Art of Nature S/S 2013 Trend Collection


Aveda Art of Nature S/S 2013 Trend Collection

Global Creative Director Antoinette Beenders and the Aveda Artistic Team were inspired by the shapes and textures found in nature and created a new collection filled with styling and coloring techniques for texture in any type of hair. “Art of Nature captures Romantic eras of the past and allows for an opportunity to explore texture with curls,” says Antoinette. “There is a softening of structural lines this season and a focus on natural elements in the world of fashion and art. We translated that into hair by shaping waves, ringlets and ripples worthy of Pre-Raphaelites.”

The makeup palette and applications are also nature-inspired. “We’re seeing a return to color in makeup with techniques that create a more lived-in, less ‘done’ look,” says Janell Geason, Artistic Director for Aveda Makeup. The hair cutting techniques focus on cutting dry to allow the weight and texture to naturally fall into curls with a more flattering shape. The hair color techniques mimic the way colors play in nature and illuminate the texture within each cut. 

“Styling curly hair is not scary—it’s about loosening and controlling the curl, or tightening and enhancing it,” says Allen Ruiz, Artistic Director for Styling. “We tamed textured hair by creating an airy veil of soft curls and enhanced natural texture with soft bends; it’s true romantic beauty.” Aveda Be Curly™ products were used to achieve the looks featured in the Art of Nature Collection, including the new Be Curly™ Curl Controller and Curl Enhancing Hair Spray.

To learn more, go to www.aveda.com

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