Industry News

Essential Techniques and Trends Presented at Aveda Master Jam Europe 2016

Elizabeth Jakaitis | October 11, 2016 | 1:04 PM
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Aveda Master Jam Europe 2016, one of the brand's most significant educational events of the year, was held in Milan, Italy on October 10. Nearly 2,000 salon professionals were in attendance to experience artistic presentations and technical educational workshops by Aveda Artists from around the globe. 


Antoinette Beenders, Aveda Global Creative Director

Beenders showcased her new personal collection Club Chic which modernizes the 1990s supermodel club girl look and reinterprets it for current-day, wearable styles. 

"My last few collections were quite avant-garde so this time I decided to turn everything upside down and produce a subtle, consumer-friendly collection—all to create something beautiful, while challenging myself as a hairdresser to step outside of my box," Beenders says. "Even at our industry educational shows, the looks have been very aspirational and couture for the hairdresser. Club Chic is for Aveda guests; it's cool styles that are very attainable."

Beenders also presented Cheeky Pop, a collection inspired by a recent exhibition at the Victoria and Albert Museum in London that showcased works of pop art by artists like Andy Warhol. Models wore vibrantly colored, oragnic cotton dresses and sculptural hair styles that featured a graduated styling technique that Beenders noted "provides an instant hair cut without scissors." All models displayed Aveda Hair Color and makeup that corresponded to the theme with bright pops of color on their lids and lips. 

Catwalk for Water, Aveda Italy Team

The Aveda Italy Team welcomed attendees to Milan, the home of fashion, with their Catwalk for Water show, presenting the up and coming fashion trends for autumn 2016/17 and highlighting the hypnotic ambience of their city.

"These hairstyles are the perfect expression of Italian Mediterranean Beauty," says Gerardo Lionetti, Aveda Italy Brand Manager. "We're celebrating the elegance and natural femininity of the women of Southern Italy, which recalls the richness of this sunkissed and seaside area."

This season, fashion designers are showing ruffles and a variety of necklines—all of which create the perfect foundation for updos, particularly the classic chignons shown in the presentation. 

"This look is versatile with the ability to be tweaked to suit each individual, whether it's satin-smooth and ceremonial for a bride-to-be or textured and lived-in for a laid-back and casual evening out," the Aveda Italy Team says.

Eclipting Color by Jo McKay, Aveda European Technical Hair Specialist, and Bruno Elorrioroz, Advanced Artistic Director of the Aveda Lifestyle Salon & Spa in London. 

McKay demonstrated Eclipting, the new Aveda couture color technique, while Elorrioroz offered tips on the art of balayage, having productive consultations, and on hair color ideas to complement upcoming fashion trends. 

Both noted that hair color this season will include beautiful buttery shades dipped on the ends of matte, dirty blondes. As blondes move into autumn and winter seasons it is all about personalization. When it comes to customizing blondes, think pale yellows, sandy pinks and soft browns. No one shade suits all. For those with medium base shades of blonde to light brown, bronze is big news. Rich, molten copper tones add richness to last season's rose gold. 

McKay and Elorrioroz also noted that radiance and healthy-looking shine wins every time. This works well with mock solid techniques like the tortoiseshell effect of marbled colors. For the perfect contouring, think combinations of mid-blonde, dusty gray and warm brown. Red heads are hot throughout the coming autumn and winter, and bronze works well when used to contour natural red hair. 

Team Canada, led by Ray Civello, President of Aveda Canada

Team Canada presented striking hairstyles that encompassed meaningful stories. They paid homage to the honeybee with three breathtaking and intricate headpieces constructed of human hair, shaped like honeycombs. 

"We shared three amazing segments, pulling from the specific crafts of barbering, cut/color and editorial, all created from a place of love for the Aveda Artist network," says Tristan Morrison, Senior Educator and Creative Director, Aveda Institutes, Canada. 

Aveda Men's Barbering by Stel Nicolaou, Master Barber, Men's European Educator; Zac Fennell, Aveda Artist, Director of Artizan; and Paul Knights, Aveda Artist, Owner of Paul Knights Hair Spa in the UK

Aveda Men's Barbering took center stage in Milan and was designed to be the equivalent of the 2016/17 edition of Men's Milan Fashion Week—the epitome of Italian tailoring redefined by a new generation of cosumers. Nicolaou, Fennel and Knights showcased shaves, shapes, grooming and some strong men's barbering techniques, perfect for the salon.

Fashionista Winners

Nadina Thelen, the 2015 Aveda Global Fashionista Winner, presented her Master Jam 2016 debut presentation of glamorous and gritty looks. 

"It was such an incredible honor to be presenting in Milan," Thelen says. "I was so excited to present fashionable hair and eccentric runway looks!"

This evening also had Thelen passing the Aveda Global Fashionista torch to the 2016 Winner. Antoinette Beenders, joined by Amanda Le Roux, Vice President, International, and Kevin Molin, Vice President of Aveda Global Education, presented the 2016 Aveda Global Fashionista Award to Svetlana Kononova from Russia. 

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