Avedaâs European Artistic Director Tom Kroboth creates a halo of frothy texture in one of the characteristic silhouettes for the Transparency collection.
THE EVENT: Germanyâs first-ever Aveda Master Jam.
THE VENUE: Europeâs new creative capital, Berlin.
THE DETAILS: Artists from Avedaâs Global Network unveiled the Spring âTransparencyâ collection, two strong menâs collections and color techniques ranging from the subtle âcolor meltingâ to the bold âpaneling.â More than 1,000 people attended the two-day event, which also included a full day of workshops designed to promote technical skills. Global Creative Director Antoinette Beenders demonstrated her âbackslashâ cutting technique, which involves backcombing then blunt-cutting sections in horizontal layers.
THE BUZZ: âItâs about more than putting on a good show,â said Beenders. âItâs about sharing our international vision of trend.â
THE LAST WORD: Beendersâ luggage, filled with all her supplies for the Jam, was a casualty of the London airport disaster and she was forced to wing it with borrowed tools, clothes and accessories. âIt really makes you look at things differently,â she said. âThe finale became all about inspiration. We all ended up going on a journey!â