27 Settembre 2022

In London with Aveda Master Jam 2011

More than 1200 hair stylists from more than 20 countries for the brand’s international meeting.

The location was stunning: the Old Billingsgate, the ex-fish market on the bank of the Thames, overlooking the London Tower Bridge. Here welcome cocktails marked the many islands dedicated to various Aveda experiences. Then it was time for the non-stop show, rich in contents and entertainment. Beginning with the exhibition of the European Team, with proposals of design and form with a Bauhaus twist and colouring techniques. The Zebra 3D texture with its dappled effect was a big hit. Then came the proposals for men, beautiful videos on the social commitment of the brand name, from initiatives in Madagascar and India to Earth Month and the April’s Water Warriors – and the Aveda Canada show with its avant-garde imprinting and focus on fringes of every type, identified as the ideal link between past and future.

One of the most awaited moments was the announcement of the winner of Fashionista, the European photography competition that grants the winner access to the photo shoot for the institutional collection. First prize when to Vanessa Perozzo of Frankfurt, the finalist for Germany. Many compliments also went out to Cinzia Luison of Pramaggiore, selected as the finalist for Italy. It was then time for the North American Creative Team to take the state with total look proposals and the preview of the latest shades in make-up. Then there was the final touch of magic that everyone had been waiting for. Antoinette Beenders, Global Aveda Senior Vice President and Global Creative Director, with high-impact paintings dedicated to the three preferred elements of this Dutch-born stylist: air, fire, and water.

Now living between Minneapolis and London, Antoinette commented the on-stage work, alternating creative suggestions and strictly technical notes, also touched upon during the seminars planned for Monday. Thunderous applause above all for the airiest concept, with contrasting overlapping of materials and lengths, and an extraordinary mixture of femininity and rigour that enchanted the audience. The next appointment with the Aveda Network? Save the date: 1-3 October 2011 at the Minneapolis Convention Center in the States.


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