Folk Allure

Folk Lure

In this American Salon exclusive, Aveda debuts a new collection featuring a flawless fusion of striking style contradictions.

Photography by Jenny Hands

Aveda took inspiration from around the globe, gathering intelligence on disparate beauty and style influences—from tribal to urban and folkloric to futuristic—for the creation of Culture Clash, its spring 2014 portfolio of hair and makeup looks that are as festively ceremonial as they are street-smart and sophisticated. “Culture Clash is all about the clashing and blending of the bits of custom, tradition and fashion that broaden our sense of what’s beautiful,” says Global Creative Director Antoinette Beenders, who led Aveda’s Global Artistic Team in creating the collection’s imagery. “It’s about being true to yourself.” To that end, the hair is tribal, ethnic and earthy and comes from an individual sense of what’s glamorous. “Culture Clash color isn’t about what color suits you,” says Aveda Global Artistic Director of Hair Color Ian Michael Black. “It’s about bringing out your personality without conforming to beauty conventions.”


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Hairstyling: Global Artistic Director, Hair Styling: Allen Ruiz; Global Artistic Director, Textured Hair: Tippi Shorter; Haircutting: Global Artistic Director, Hair Cutting: Ricardo Dinis; Aveda Editorial Artist, Hair Cut and Styling, New York: Rie Hirabayashi; Haircoloring: Aveda European Technical HAIR Specialist FOR Color, London: Jo McKay; Makeup: Global Artistic Director, MAKEUP: Janell Geason; Aveda Guest Artist, Makeup, LondoN: Nick Marshall; Fashion Styling: Damien Foxe

IMAGE ABOVE - Be Curly Style-Prep and Be Curly Curl Controller were raked through one side of damp hair before it was combed and secured with duckbill clips and air-dried. Next, the team lifted and diffused the ends to create a solid foundation, then removed the clips and smoothed Dry Remedy Daily Moisturizing Oil onto two-thirds of the hair before brushing it into the desired shape and finishing with Be Curly Curl Enhancing Spray.

IMAGE ABOVE: For this edgy shape, the Aveda Artistic Team prepped the hair with Aveda Pure Abundance Style Smoothing Fluid and performed a wrap-dry. To finish, they worked a bit of Light Elements Texturizing Crème into strands and used a comb to coax the hair into a vertical shape.


ABOVE IMAGE: The team used four formulas and Full Spectrum Hair Color Rich to create red hues before performing a Botanical Therapy Hair Treatment. After prepping the hair with Pure Abundance Style-Prep, they used various curling irons and alternated directions to achieve gorgeous waves, then finished the look with Curl Enhancing Spray.

IMAGE ABOVE: Pure Abundance Style-Prep and Control Force Firm Hold Hair Spray were used to create this style featuring multiple chignons with beaded accents. Smoky eyes created with demure pink, sultry bronze and dramatic green shades enhanced Culture Clash’s boho, futuristic vibe.

IMAGE ABOVE: First, the team prepped damp hair with Be Curly Style-Prep and let it dry naturally. Next, they smoothed a bit of Dry Remedy Daily Moisturizing Oil onto the hair and applied Brilliant Humectant Pomade for grip before creating eight braids, taking the first parting just above the opposite ear. After the hair was secured with clips to prevent unraveling, the artists gently tugged and massaged the weaves, blending them together with a braiding technique and finishing with Brilliant Spray-On Shine.