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Aveda Jams in Germany

Maggie Mulhern | July 10, 2011 | 7:15 PM

THE EVENT:  Germany’s first-ever Aveda Master Jam. 

THE VENUE: Europe’s new creative capital, Berlin. 

THE DETAILS: Artists from Aveda’s Global Network unveiled the Spring “Transparency” collection, two strong men’s collections and color techniques ranging from the subtle “color melting” to the bold “paneling.” 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 “backslash” cutting technique, which involves backcombing then blunt-cutting sections in horizontal layers. 

THE BUZZ: “It’s about more than putting on a good show,” said Beenders. “It’s about sharing our international vision of trend.” 

THE LAST WORD: Beenders’ 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. “It really makes you look at things differently,” she said. “The finale became all about inspiration.  We all ended up going on a journey!”

 

Aveda Jams in Germany

Aveda’s European Artistic Director Tom Kroboth creates a halo of frothy texture in one of the characteristic silhouettes for the Transparency collection.

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