Antoinette Beenders treated Tribu-te magazine this week to an exclusive reveal of the latest Aveda Artistic collection, and shared Congress news. We are captivated by the vibrant images in ‘Bloem’ and can’t wait to see Antoinette and her team in action on 26/27 September as Aveda Congress is opened up this year! [Buy tickets HERE]
Bloem collection by Aveda
Chatting with Antoinette over Instagram Live, we learned that her new Bloem collection is special in so many ways. Inspired by nature [Bloem is the Dutch word for flower] the colours are achieved using the shades in the Aveda Vibrant direct dye range. They are enticing, mesmerising and truly flower-like. So, how did Antoinette come up with the choices?
“I’m not a colourist,” says Antoinette. “We created the collection in Spring this year, when I was feeling very optimistic. I felt the need for colour and I thought, I’m going to have a go at colour myself! I decided that the safest option was to go with our brightest colour collection, Vibrant.”
We asked Antoinette how she fixed on her colour choices for each image and the colour technique? Her response is interesting: “I took a backdrop with a strong colour, then flipped it to find the ‘opposite’ and that was how I started – like yellow with purple. Then how do we add a flower for effect – let’s make it pink. Or a strong pink background gave me inspiration for blue as an ‘opposite’, then an orange flower as an editorial touch.”
It’s an arresting collection and also reflects Antoinette’s strong artistic team. She told us: “As I’m not a trained colourist, I worked with Eva Van Anglen [at the NYC Aveda Institute] who really helped me out. I wanted to place colour to represent the shape of a haircut in a haircut. I call it cutting with colour. Look at each of the images in the range and you see the hair replicated in the colour. All the seven looks in the collection are all based on one-length, basic haircuts, then within that you have the shape repeated in colour. I then like it to move, and be photographed broken up in some way.”
The Aveda Congress is a gathering that takes place every 2/3 years and usually only accessible for Aveda accounts. Now for 2021 it moves online which opens up the proposal – you’re all invited! Tickets are £50 and give you the opportunity to watch two days of shows live on 26 and 27 September, and also to play catch up or rewatch in the coming weeks. The roster is phenomenal: Aveda Congress 2021 Guest Artists include Antoinette Beenders, Sam Bell, Ian Michael Black, Bea Carmichael, Ricardo Dinis, Naomi Dove, Renée Gadar, Janell Geason, Heggy Gonzalez, Robert Grimes, Masa Honda, Laurent Philippon, Allen Ruiz, Salon Spa W, Van Michael Salon Team, X-Presion and more to be announced! For tickets, click HERE
See you there!
Collection credits: Concept & Creative direction, haircut and hair color #antoinettebeenderssupported by @allenruizstyle and @evabear using Aveda Vibrant hair colour. Photography @andrewyee_photo Makeup @walterobal using Aveda makeup. Styling: @annakatsanis Prop stylist: @shari_anlauf
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