Antoinette Beenders Talks About the September Cover of American Salon

The Gilded Age

When Aveda extended an offer to share their autumn 2015 collection, Sublime Spirit, exclusively with American Salon, we didn’t have to think twice. Global Creative Director Antoinette Beenders continues to pull rabbits out of hats with every collection she does, and this one—a celebration of strong, confident women, each with a look that’s entirely her own—is no exception. The collection was shot in London with Aveda’s European artistic team, who really pushed the boundaries in terms of tools and techniques to create looks that are multi-dimensional, opulent and edgy. Says Beenders, “Style comes in every form—curls knitted through nets, a grandly towering updo a la Marie Antoinette, mini ringlets pressed close to the head, and ‘20s-inspired waves with a crushed velvet effect.” Rich and saturated, hair color runs the gamut from deep plum to ribbons of rich caramel and chocolate to icy pastels. Makeup is just as luminous and rich, bringing a hyper-real dimensionality to eyes and lips. Beenders envisioned each photo as a painting come to life. Janell Geason, artistic director, makeup used highlighting and contouring techniques to make the features appear lit as in a painting from years ago. She also observed that there was an element of nature at play on set, which was filled with the smell of flowers. “We’ve created something opulent, rich and stunning. It pushes beauty to the extreme,” says Bruno Elorrioroz, advanced artistic director, Lifestyle Salon & Spa, London. Turn to page 124 to see for yourself.
—Marianne Dougherty


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