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Last Night, Antoinette BeendersSenior Vice President Global Creative director of Aveda launched her newest collection – Bloem – on an Instagram live with @tributehairmagazineuk. As a Dutch native, Antoinette named the collection Bloem (pronounced like bloom) which is Dutch for flower.

Although Antoinette is not a colourist, we can see from the collection that she felt the need to colour this time around. The images are dramatic and intense and the vibrancy really catches our eye. Antoinette felt safest using the Aveda Vibrance range and with help from Eva Van Angelen, they made it happen. The vibrant hair colour was then paired with a background of the opposite colour on the colour wheel, for a real powerful, contrasting effect.

Cutting with colour

The concept behind this collection was to strategically place the colour in the shapes of a hair cut. By looking at the detail, you’ll notice that the creativeness of the colour placement has allowed each look to have a haircut within a haircut 

Aveda Congress

Aveda Congress is a celebration of the arts and a global get together for the Aveda family; except for this year. This year it’s a global get together with any hair professional out there. 

Due to travel restrictions, the Congress will be Digital, however we think there are some seriously good perks to this…

  • Available to watch for one month after the live event
  • The option to pause and playback
  • Guaranteed a great view – you won’t catch the nitty gritty details at the back of the crowd of a live event

In the words of Antoinette Beenders “Do you want something? Or do you want nothing?”

Antoinette will be bringing the Bloem collection to Congress this September, to showcase the pure joy of colour and creativity.

Purchase tickets HERE

Find out more about Aveda HERE


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