Aveda's Global Artistic Team Presents the AWE Collection

By American Salon Staff Jan 23, 2024 3:54pm

Aveda's world-renowned Global Artistic Team has released the AWE Collection, a collaboration of cut, color, makeup and fashion inspired by nature.

The collection features five models, each showcasing their unique style, highlighting the versatility of Aveda's approach to hair care and artistry. The looks debuted during a live show at Aveda Congress 2023.

"In a world marked by hurried moments, AWE emerges as a gentle, enduring thread that brings us to the present, allowing us to cherish and connect with ourselves and those around us," the brand said of its high-profile collection.

"AWE is more than just a collection of exquisite hair, high-style cuts, colors and styling; it is a way to create extraordinary experiences that will truly inspire awe."

The Aveda Global Artistic Team collaborated with each model. No two cuts, colors, styling techniques or product combinations are the same. Whether it’s short and textured, sleek and blunt, or layered and curly, each look was created using Aveda’s high-performance vegan color and styling products.

The Global Artistic Team's statement continues: "AWE has the power to inspire and connect us, not just to the vast universe, but to ourselves and the people around us.

"In a time of rushed, fragmented moments, AWE is the slow and steady connector. It brings us into the present moment and makes us grateful to be there. As a result, we are less anxious and more open to it — and each other. We believe in the power of AWE to transform the ordinary and ignite the extraordinary."