Aveda's looks from cyber-gothic-punk to nature-berry-country
...for Fall/Winter 2013/14 were presented in mid-October 2013 with photos of a rural, natural landscape.
The protagonists of the 'Heart Lands' looks are dressed in two main styles which could be described as mysterious-rebellious such as a gothic-punk who just escaped from cyber-dungeon (photo right) and innocent-romantic like Alice on trip through nature-berry-land (photo right, below). The team of Aveda created the 'Heart Lands' makeup and hair styles after the trend for more simplicity and direct contact with nature and pure life.
For Antoinette Beenders, Aveda Global Creative Director, the desire for simple life is caused by the time we are spending with new technologies such as internet and virtual realities. The effect of cyber-lifestyle is that the people's consciousness for nature grew during the last years. Beautiful landscapes or the fresh morning breeze are experienced more intense, and desires like the wish for environmental friendly products caused consumption trends such as regional food which can be found today even in (well-organized) supermarkets.
Thoughts about our living between cyber-reality and country-nature are the basis for Aveda's 'Heart Lands' makeup, hair color and hair styling collection.
fig.: 'Heart Lands' hair and makeup collection Fall/Winter 2013/14 by Aveda; in Aveda salons und spas from October 2013 on. In Austria, the US/Minnesota headquartered label placed the new collection at destinations such as the Loisium Wine & Spa Resort in Langenlois, region Krems which is known for its wine production and appealing - some say 'lovely', landscape.
Creative direction: Antoinette Beenders (Global Creative Director for Aveda)
Hair color: Ian Michael Black, (Global Artistic Director, Hair Color, Aveda),
Jo McKay (Aveda European Technical Specialist, Hair Color, London)
Hair cut: Ricardo Dinis (Global Artistic Director, Hair Cutting, Aveda)
Hair styling: Allen Ruiz (Global Artistic Director, Styling, Aveda),
Sonya Manning (Aveda Purefessional, Boston)
Makeup: Janell Geason (Global Artistic Director, Make-Up, Aveda),
Anna Conte (Aveda Purefessional, Make-up, Toronto)
Photos: Jenny Hands