Aveda has partnered with industry legend Van Michael and his creative salon team in its latest collaborative collection, Vortex.
Emerging from the depths of swirling shadows, the avant-garde collaboration transcends the boundaries of conventional hairstyling and color, ushering in a whirlwind of intensity and creative ingenuity.
“We changed our perspective with this collection — we usually look downward at the guests in our chair, but here we focused from the bottom up to the top, and layering colors to create soft, fluid dimension,” says Ashley McCarty, co-director of hair color for the shoot and for Van Michael Salons.
Each look in the Vortex collection draws inspiration from the hues of an unsettled sky. Evoking moody charcoal, slate grey, deep lilac, and reflective silver these dynamic patterns and powerful upward motion conjures fleeting images of lightning piercing through clouds.
“We wanted to elevate the concept of a tornado with this collection. We loved the idea of building the color from the bottom up, similar to a cyclone shape,” says Joey Hooten, co-director of hair color for the shoot and for Van Michael Salons.
Hair color is at the core of the collection, with the team using a range of Aveda’s high-performing vegan products to bring the images to life.
