Opposites attract in “Prism,” Aveda’s latest collection for Spring/Summer 2009. Antoinette Beenders, Vice President, Global Creative Director, led the Aveda Artistic Team in creating stunning looks featuring versatile shapes and distinct textures for the refined collection, characterized by rich color and a juxtaposition of hard and soft. 

“The Prism collection reflects a fascination with contrast, and the intensity and depth of color found in prisms.  We’ve taken strong colors and seamlessly blended them with deceptively intricate cuts and styling techniques,” says Beenders.  “Cuts take on geometric shapes with graceful swirls of color for punky, yet sophisticated looks.” 

Prism also speaks to the inextricable link between hair and fashion. Kurt Kueffner, Director of Men’s Education for Aveda, comments, “We were looking at folds, pleats and layers in the wardrobe and playing with the concept of weight—I wanted the hair to emulate fabric.” Coiled locks unfold like ruffles and straight tresses suggest panels or pleats.   

Credits
Creative Direction: Antoinette Beenders, Global Creative Director/Vice President Creative
Hair Color: Ian Michael Black, Artistic Director, Aveda Advanced Academy, London
Hair Stylist: Kurt Kueffner, Director Men’s Education for Aveda, Minneapolis and
Ricardo Dinis, Creative Director for Aveda Spain, Madrid
Makeup: Rudy Miles, Aveda Global Makeup Director, New York
Photography: Miguel Reveriego
Wardrobe Stylist: Marie Chaix

On Paper Keyword: Aveda

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