Aveda presents the Spring/Summer 2010 Collection: Sublime.  Antoinette Beenders, vice president creative director, led the Aveda Artistic Team in a quest for above-and-beyond beauty.  With a nod to eighties goth and early nineties grunge, Beenders and the team created four gorgeous styles, each inspired by music, culture and iconic personalities of the late 20th century.  The “Rama” style celebrates the band Bananarama, and “Visage” gets its moniker from a song by the New Romantic band of the same name. 

“This is punk beautified, raw and hard-core at the foundation, refined and elegant in its interpretation.  We used opposing notions to present past ideas in a new way. It is often the case in culture, what’s old becomes new again,” says Antoinette Beenders.  “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 make-up is intense but done in a really beautiful way. Sleek black and white clothing against a white background lends a freshness and vigor to the imagery.”

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Created as an educational and inspirational tool for Aveda’s network of salon and spa professionals, Aveda Collections offer a series of hair cut, color and make-up looks that reflect seasonal fashion trends. Beenders invites salon professionals to regard Sublime as an invitation to rethink the past, to find inspiration in unexpected places and to use one’s own experience as fuel for imagination.  Says Beenders, “Texture and bold color are back in a major way.  What 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.” 

Creative Direction: Antoinette Beenders, Vice President Creative Director for Aveda
Hair Color: Ian Michael Black, Artistic Director, Aveda Academy, London, England
Hair Cut/Style: Allen Ruiz, Aveda Guest Artist, Jackson Ruiz Salon, Austin, Texas
Erminio Fiocca, Artistic Director, Aveda Academy, London, England
Makeup: Rudy Miles, Aveda Global Make-up Artist, New York, New York
Janell Geason, Aveda Guest Artist, Minneapolis, Minnesota
Photography: Miguel Reveriego

To learn more, go to www.aveda.com

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