The presentation was inspired by author and environmentalist Jonathan Safran Foer’s upcoming novel “We Are the Weather,” which discusses the small sacrifices that can have a significant impact on our environment, which closely aligns with the environmental missions of both Aveda and Stella McCartney.
The presentation sent a “defiant message of activism” encouraging guests to take a stand to make a change to protect the future of our planet. The collection included phrases from Jonathan’s book, incorporating messages of love and sustainability which were embroidered into the clothing, worn as tattoos on the models and even painted on the faces of some of the models for the presentation.
Aveda’s SVP Global Creative Director Antoinette Beenders led a team of Global Aveda Artists to create the hair look for the presentation using cruelty-free, vegan products that were manufactured using 100% wind power.
“We really wanted each model’s natural, individual beauty to come through, so each look for tonight’s show was different,” Beenders says. “I’m really proud of the fact that we created these beautiful looks with naturally-derived, vegan products. It’s a reflection of our mission to care for the world we live in, without sacrificing the performance of the products that we use.”
The hair look for this presentation was natural, soft and beautiful, individualized for each model based on their natural hair texture. The female models donned a sleek center part, with natural, undone texture flowing through the ends of their hair.
To create the look:
The male models also featured a loosely tousled and natural hair look, which was created using Aveda’s Rinseless Refresh Micellar Hair & Scalp Refresher to help reshape the natural texture and then adding a bit more with Texture Tonic. If they needed an extra lift at the root, Beender added a bit of Shampure Dry Shampoo and then spritzed Air Control Light Hold Hairspray for a soft hold finish.
Each product used at the presentation was not only cruelty-free and vegan, but reinforces Aveda’s environmental mission via the use of sustainable ingredients and packaging: