Aveda’s SVP of Global Professional Artistry and international hairdressing icon Antoinette Beenders has created an entirely new look concept for the brand’s recent Master Jam event. Titled the Pom Flower Braid, Antoinette created the look by accident, sharing an extreme glimpse into her inimitable creative process.
“After creating and presenting numerous virtual technique, and inspiration-based virtual classes, I was reliving my passion for braiding, which is what got me originally inspired to enter the industry nearly 40 years ago,” Antoinette said. “I thought I would add a new spin to the technique and decided to braid the hair and then cut into the braid. The result was not quite what I had hoped for — the outcome did not feel dramatic enough and therefore I decided to play with some textured synthetic hair.”
“Instead of braiding this time, I decided to make the hair bigger first and then control it with elastic, this then turned into a pom pom. Happy with my large pom poms, I took it a step further, using scissors to cut into the ball. Because of the texture of the hair, the pom started to open up just like a flower that is starting to bloom,” she added.
A master of all trades, this extreme skill in technique and hair creation extends to her full editorial and creative vision.
“As this is my first attempt at this new look, I decided to keep the colour simple and stick to black and white, which I then reflected back in the video adding a dash of red with the lipstick, an ode back to the 1990s as well as the colour of my two beloved Jack Russells,” she explained.
Be inspired by the work of this hairdressing genius.
For more information visit www.aveda.com.au
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