For Rare Bloom, Aveda’s spring/summer 2015 trend collection, Aveda Global Creative Director Antoinette Beenders selected a prairie as the location for its natural beauty, as well as what it means to one of Aveda’s most important initiatives: sustaining the bee population. Native tallgrass prairie is becoming increasingly rare, and so are all the wild bees living and pollinating among its abundance of blooms.
“Sometimes it’s not just about the latest trend—it’s about taking a cue from the natural beauty around you,” Beenders says of the shoot location, Cowling Arboretum at Carleton College in Northfield, Minnesota. “The prairie couldn’t have been a more perfect place for that, blooming with all kinds of interesting wildflowers and buzzing with bees, butterflies and dragonflies.”
According to Aveda, commercial honey beekeepers have consistently seen more than 30 percent annual losses and more than one third of all bumble bee species are at risk of extinction. Threats to pollination deeply concern the company because many of their botanical-based ingredients depend on it and protecting biodiversity is central to the Environmental Sustainability Policy. In 2013, Aveda partnered with the Bee Squad, a team of experts from the University of Minnesota, who are dedicated to discovering solutions to save the honey bee. With their support and guidance, Aveda has established honey bee colonies on campus utilizing holistic beekeeping principles, which ensure a natural and sustainable system.
With all of this as inspiration, The Rare Bloom collection offers cool, breezy finishes, as varied as the plants of the prairie, with sleek and choppy bobs, tousled waves, edgy textured layers and larger-than life ’70s-inspired curls. “Blonde is having a moment too, but this time it’s refined to be just the right tone, and makeup is soft and natural with vibrant wildflower pops of color here and there,” says Beenders. “Whether a client feels like channeling her inner rock star, bombshell or flower child, there’s a bit of something for everyone here.”
Hair: Antoinette Beenders, Ian Michael Black, Allen Ruiz, Ricardo Dinis, Tippi Shorter
Photography: Jenny Hands
Makeup: Janell Geason
Fashion styling: Damian Foxe