24 Giugno 2024

Aveda Master Jam Europe 2014

In London, a winning combination for Aveda. This year, Salon International presented the Master Jam Europe in the heart of British hairdressing.
by Laura Castelli

With its exceptional location in the ExCel London auditorium, the Master Jam Europe Aveda 2014 took place in the fair district that has always been a hub for international hair dressing with Salon International. A foretold success that was SRO in terms of attendance on Sunday, 12 October.

On stage, the brand’s international artistic directors worked side-by-side with some of the best European teams. Much more than a show: there were four hours of innovation and top-notch creative inspiration, in a rhythmic frenzy that confirmed the strategic role of this brand in hairdressing worldwide. Amanda Le Roux, Vice President of Aveda International, and Darren Potter, General Manager UK & Ireland, were on hand to welcome the crowds, soon followed by a performance by Ray Civello with the Canadian team. Then it was the turn of Ricardo Dinis, Artistic Director of Hair Cutting, and Jo McKay, European Technical Hair Specialist, who thrilled the public with their innovative proposals, including an “action painting” inspired by the art of Jackson Pollock and translated into highly customised avant-garde looks.

“La belle vie-Les années folles” by Bastian Casaretto, Artistic Director Germany, Switzerland and Austria, followed with ideas for make-up in the salon as well. The performance by the Van Michael team, inspired by Japanese Gothic Lolita, interpreted strong undercuts, disconnections, and strong colour contrasts.

From Allen Ruiz, Artistic Director Hair Styling, an artistic collection ranging from minimalist frisé to chameleontic decor, then the screening of the video dedicated to Horst Rechelbacher, the recently deceased founder of Aveda. On stage, instead, Dominique Conseil, Aveda Global Brand President recalled Horst and, together with Pauline Cairns, European Education Director, proclaimed the winner of the Fashionista Award 2014. The opportunity to work in Minneapolis with the international team and backstage at New York Fashion Week was won by Russian, Ilya Balkov. Among the Italian finalists, an award went to stylist Roberto Bettarini.

For the first time on stage in London, Tippi Shorter, Artistic Director Textured Hair, who presented hairdressing with unprecedented extensions fixed with crochet. This was then followed by all the colourful and ultramodern creativity of the Spanish X-Presion team, who were recognised at the Alternative Hair Show with the Best Photography Award Aipp.

For the finale, Ian Michael Black, Artistic Director Hair Colour, and Janell Geason, Artistic Director Make Up, proposed fashion influences inspired by the Masai in Africa and many “real hair” looks, or coifs that can be adapted to a salon. An appointment not to be missed, this Aveda Master Jam in London, that concluded for Italian stylists with a huge party at Bodo's Schloss Club and technical workshops on Monday dedicated to boosting creativity and salon business.



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