Masa Honda, Creative Director of Aveda Japan, has debuted his new collection, titled See Color in a New Light, which offers seasonal colour trends and techniques. The campaign draws inspiration from the concepts of light and shadow and how that affects the colour of hair.
The New Light collection inspires and educates with a diverse range of looks, teaching specific techniques so artists can offer fascinating colour services that leverage the light and shadow aesthetic, in salon or editorially.
“In our daily existence, light and shadow intertwine, shaping our surroundings. This collection celebrates the exquisite harmony of hair colour, finding beauty in the in the relationship of radiant light and captivating shadow,” Masa said. “Light and shadow coexist. The brightness of the city with hidden spots surrounded by buildings, the changing shapes of shadows, onshore winds fluctuating scenic colours by time, and geological strata that gives us a glimpse of millions of years flown by. My inspiration came from these shades of the city and textures of nature to create a world of Aveda colour for this collection.”
“For this collection, to portray the vigour and colourfulness of Asia, we collaborated with the Aveda Taiwan team and used a very creative approach. Together, we were able to interweave Asian sensibility and local energy into one piece of work,” he added.
The collection was created with the brand’s high-performing vegan Full Spectrum colour products, as well as botanical repair™ professional and consumer products to maintain the hair’s integrity and strength before colouring. Hair was prepped with the botanical repair™ professional equalizing primer and used botanical repair™ strengthening shampoo and conditioner, before utilising the artistic colour technology.
“Aveda’s Full Spectrum is a wonderful and customisable hair colour line-up since you can create any hair colour of your imagination,” Masa said. “Full Spectrum, with its naturally derived pigments, beautifully expresses the contrast between light and shadow while pursuing harmony between the two. During the colour session, I was inspired by the glitter of light and the deepness of shadow, and I created the perfect colour formula for each individual model. Full Spectrum is a powerful tool to bring your ideas to life.”
Masa was born and raised in Japan and studied beauty, business and fashion across Paris, London and New York, making a name for himself as an editorial hairdresser and prolific educator, with credits across Dazed, Vogue, Spur and more, and collaborations with prominent designers. His role as Japan’s Creative Director for Aveda fits his sustainable ethos and creative sensibilities.
“Aveda’s mission is to care for the world we live in, from the products that we make to the ways in which we give back to society. Aveda strives to set an example for environmental leadership and responsibility. This attracted me to the brand and as Creative Director for Aveda Japan I can contribute to this vision through my creative work and experiences,” he said. “Aveda offers high-performing vegan products and at its core is a creative brand so being involved in these creative projects really attracts me to the brand. I have been given the opportunity to take part in many creative projects developing designs and concepts that help bring the brand vision to life and this is very meaningful to me.”
“I personally pursue an environmentally conscious lifestyle, proactively implementing practices such as reusing, recycling, and limiting my waste,” he continued. “This makes me feel a connection with the brand as the mission resonates with me. It is a joy to be able to contribute to caring for our planet through the work that I do. By working with Aveda, I believe we can raise environmental awareness and be leaders in sustainability throughout the entire beauty industry. My connection and the brand’s mission share a common goal which is to care for the world we live in, and I wish to contribute to this goal.”
Be inspired by the full collection.
Masa Honda – Creative Director + Hair Cut, Colour and Style
Tomoya Morimoto and Keiko Tanaka – Hair Colour
Kaito Mori and Yu-An Chen – Hair Assistants
Huan-Kao Kuo – Photographer
Quenti Lu – Fashion Stylist
Sunny Hsu – Makeup Artist
Ping-Hsiao Tsai – Fashion Film
Takayuki Shibata – Art Director
Jason Chang – Production
Shelley Bawiec – Writer
Lisa Whalley – Designer
For more information visit www.aveda.com.au
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