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Aveda’s Heart Lands Collection

Jan Hillenmeyer | July 22, 2013 | 9:07 AM
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Aveda’s Global Creative Director Antoinette Beenders and her team returned to the company’s roots to draw inspiration for the Heart Lands collection from the rural landscape of Minnesota. The company was founded in 1978 in Minneapolis.
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The location of a rustic, yet modern, working farm reflected the dedication to nature and a sustainable environment that defines the Aveda brand and resonates through the Aveda team’s Autumn 2013 hair and makeup collection.
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“A Minnesota farm is very Aveda,” says Beenders, “and is in keeping with the fact that many of our ingredients come from the earth. We revisited a time when hand crafted was a way of life and people tended the land. All of the Heart Land looks exhibit a humble perfection—a simple beauty that belies their complexity.”
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Hair Color: Ian Michael Black, Global Artistic Director, Hair Color and Jo McKay, European Technical Specialist, London. Hair Styling: Allen Ruiz, Global Artistic Director, Styling and Sonya Manning, Aveda Purefessional, Boston. Hair Cutting: Ricardo Dinis, Global Artistic Director, Hair Cutting.
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Makeup: Janell Geason, Global Artistic Director, Makeup and Anna Conte, Purefessional, Toronto. Photography: Jenny Hands.
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Aveda’s Global Creative Director Antoinette Beenders and her team returned to the company’s roots to draw inspiration for the Heart Lands collection from the rural landscape of Minnesota.  The company was founded in 1978 in Minneapolis. The location of a rustic, yet modern, working farm reflected the dedication to nature and a sustainable environment that defines the Aveda brand and resonates through the Aveda team’s  Autumn 2013 hair and makeup collection.

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