A Piece of Hair

A Piece of Hair is the latest collection by Antoinette Beenders, created in collaboration with X-Presion. Incredible visuals that combine elements of both Antoinette and X-Presion bring the collection to life. This work aims to show inspirational looks created by Aveda artists using Aveda 100% vegan products. Read on to hear from Antoinette as we discuss the creativity and inspiration behind this incredible art. 

About Antoinette Beenders

Aveda, senior vice president professional global artistry

Antoinette Beenders is a Dutch-born visionary and award-winning global creative leader. She believes in juxtaposing fashion and nature to create distinctive imagery and experiences that stand out in a cluttered world. Antoinette embraces diversity and collaborates with the world’s top photographers, models and creative talent to develop dynamic beauty concepts and striking images that show elevated artistry, high-fashion sensibility and environmental consciousness.

Interview with Antoinette Beenders

• How are you enjoying your collaborations with X-Presion? What is the best thing about working together? 

A: The collaboration with X-Presion has been an organic evolution. We have known each other for over 10 years. Last year when met in London for the press launch of their Aveda exclusive collection, Graphic Organic, we decided a collaboration of our talent and experience must happen. We both have a tremendous amount of respect for each other as artists and creatives, and we really enjoy working together, we strengthen each other. My experience as a hairdresser and a creative director and their experience of colour experimentation works in perfect harmony. It is like a jam session of musicians, freestyling in the pure joy of creativity, wisdom and experience embedded in our joint passion for hair innovation and venturing fearlessly into the future.

• Does this collection use the Graphic Organic technique which you shared last year? Or is it an evolution of this? 

A: The technique used in the A.P.O.H. (A Piece of Hair) collection is a brand new 3- D colour placement innovation.

The original piece of hair was coloured for a show 5 years ago with a “Stained Mirror” technique, using bright bold color from the “Aveda Vibrants” range.

We added another dimension on top by blocking some areas of the previous coloured hair with paper followed by multiple tiny little lines. It was all coloured with Aveda Vegan hair colour to reflect the design of a contemporary fabric inspired by a Japanese designer.

A Piece of Hair

• What did you intend when creating this collection? 

A: My original concept came from a piece of fabric that I had found from a Japanese fashion designer known as a pioneer of fabric technology. I have always believed that hair is the fabric of the body hence my fascination with fabrics.

I shared the idea with the X-Presion team, and they loved the idea of playing with the dimensions seen in the fabric. So, we experimented on hair wefts for a couple of days in their Madrid studio and we had some nice results. However I felt we could go stronger and wanted the concept to be bolder and brighter. I pulled a previous coloured hairpiece from one of my shows and suggested we use this new technique on a much brighter base and make it pop more. This is when A.P.O.H was born, the bold brightness of my work combined with the intricate detail of their work was a true collaboration, a match made in heaven.

• These are editorial but could they be translated into something more salon-friendly?

A: The technique used in the A.P.O.H. collection can be softened to a more commercial look. We shot seven different looks with two of the looks being more commercial. It all depends on what base you put the technique on. 

A Piece of Hair

• How do you dedicate time in a busy working schedule to being truly creative?

A: As a creative, I am constantly looking and working on new ideas, it’s part of my process. This year, I am turning the collections that I have shot in the past year into shows and am touring them throughout the world. This gives me the opportunity to expand on the hair as well as using my experience as a Creative Director to create a 3 -dimensional experience on stage adding music and video.

• Do the ideas come to you organically or do you use a specific creative process when you want to create styles? Or both?

A: I love to research, and I am very sensitive to vibes and trends. I work with some of the world’s top fashion designers which gives me the opportunity to see what is coming our way ahead of time and use this knowledge as inspiration for my work.

A Piece of Hair

• Why do you take the time to make collections; why are they important?

A: Collections are important to me as they reflect a time in my life. I have been very fortunate to have done many collections throughout my career, most of them are timeless, but they showcase my taste and ability at that time. Collections push me to move forwars and photography is a huge passion of mine, so the combination of both is what makes me tick.

We hope you enjoy A Piece of Hair as much as we do here at Tribu-te. Thank you to Antoinette for taking the time to discuss this new collection.

Click here to learn more about a previous collaboration between Antoinette Beenders and X-Presion.  

A Piece of Hair Credits

Concept + creative direction: Antoinette Beenders 

Hair: collaboration of Antoinette Beenders + X-Presion, supported by Luis Gonzalez, Allen Ruiz and Casandra Torres  • Hair products: Aveda Vegan Hair Color • Photograpghy: Miguel Reveriego • MUA: Lolita • Styling: Belene Antolin supported by Manolo • Fashion film director and edit: Miguel Reveriego • Tik Tok video: Yana Bononi  • Social media video: Javier Fernandez