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Extraordinarily Natural

Celebrating the beauty of individuality, Antoinette Beenders’ Spring 2022 collection showcases the precious gift of being one’s true self. Antoinette, the Senior Vice President of Global Artistry for Aveda has just debuted her new collection – Extraordinarily Natural – which showcases technical artistry and visual story telling.

As hairdressers we are familiar with styling someone’s outside appearance. With this collection Antoinette wanted the outside appearance to match the inside – reflecting their inner spirit. Inspired by photographer, Peter Linburg the collection was shot without a flash, using natural lighting to showcase each and every look. Continuing to keep it real – stylist, Elad Bitton dressed each model in denim. Why? Because denim is a truly gender fluid fabric.

When asked what her favourite part of creating the collection was Antoinette replied “Totally unrelated to hair, but meeting the individuals was my favourite part of creating the collection. I usually work with an older clientele, but I was blown away with how open-minded gen-z individuals are. They really touched my heart. However from a hairdressing perspective the octopus hair cut has to be my favourite, along with the sliced bob.”

Freedom & possibility

“The extraordinarily natural partners featured in this collection are the epitome of beauty and authenticity without limits. They are more than just faces for this campaign — they themselves are extraordinarily natural and extraordinarily themselves, and it was a privilege to be able to work with them as they tell their story,” Antoinette said. “We worked together to create these unique ‘outside’ looks to match how they feel inside, and this identity and individuality helps define each personal story. With this collection, I want to show that there are endless transformative hair cuts, colors and styles that can help express one’s true self, and — more importantly — make someone feel like one’s true self,” she added.

Credits

Creative Direction + Hair Cut/Style: Antoinette Beenders
Hair Color: Bruno Elorrioroz
Hair Assistant: Michela Pezza
Fashion Stylist: Elad Bitton
Makeup: Adam De Cruz
Photographer: Damian Foxe

Find out more about Aveda HERE

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