Culture Clash Behind-the-Scenes at the Photo Shoot

 

 

Traditional yet trail blazing, fabulously diverse and culturally cutting edge, it’s no wonder that London was Aveda Global Creative Director Antoinette Beenders’ first choice for shooting the images for the Aveda Spring 2014 hair and makeup Collection – Culture Clash. The city seemed the perfect backdrop for a collection that flawlessly fuses seeming contradictions of style, such as the futuristic with the folkloric and the urban with the tribal, for looks that are as earthy and exotic as they are street smart and sophisticated. Can you say London? “We shot Culture Clash in London, because Londoners live in a cultural hub that they embrace and express with confidence,” Beenders says. “Street fashion was a great source of inspiration for Culture Clash, as was the chic individuality of the Londoners wearing it.”
The Aveda Culture Clash hairstyles are spontaneous and slightly unfinished—urban and ethnic yet polished–like the city and its inhabitants. Allen Ruiz, Aveda Global Artistic Director, Hair Styling, focused on blurring the lines between different cultural influences by combining surprising textures.
“A style may have started out straight and silky, but then we threw in a textural curve ball or roughed it up a little to make it more interesting. I think that’s what’s really going on in hair and fashion right now—the unexpected and the imperfect.”
The makeup is about freedom of choice and individuality, the merging of the fresh with the chic, the natural with the glamorous. Janell Geason, Aveda Global Artistic Director, Makeup, designed a global palette inspired by the colors and textures of different cultures around the world, resulting in universal hues that flatter all skin tones.
“Culture Clash has a distinct boho vibe with a futuristic flair,” Geason says. “For makeup, this means pairing natural, earthy tones like warm coppers and fleshy nudes with a pop of vivid color for a look that feels fresh and pretty yet sophisticated.”

 

 

 
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