Two goliaths of the international hair and fashion sphere, Aveda and Stella McCartney, put the planet first in the fashion brand’s Womens and Mens Spring 2020 Presentation. The show offered effortless hair looks created with vegan products created by Aveda Global Creative Director Antoinette Beenders in Milan. As two international leaders in eco-luxury, the show was inspired by Jonathan Safran Foer’s upcoming novel ‘We Are the Weather’, dedicated to the notion of the small sacrifices we can make to help the environment.

With a strong message of sustainability and activism, the fashion presentation encouraged guests to take a stand for the planet. The collection showed off phrases from the book and included messages of love and sustainability embroidered on the clothing or painted on the faces of the models and tattooed on their bodies. Extending from that, the Aveda Global Artists backstage created the hair looks using cruelty-free, vegan products that were manufactured using 100 per cent wind power.

“We really wanted each model’s natural, individual beauty to come through, so each look for tonight’s show was different,” Antoinette said. “I’m really proud of the fact that we created these beautiful looks with naturally-derived, vegan products. It’s a reflection of our mission to care for the world we live in, without sacrificing the performance of the products that we use.”

The women’s hair look was a soft, natural style, individualised for each model’s hair texture an anchored by a centre part. Key products included Light Speed, Texture Tonic, as applied by Aveda’s Uruku Brush, Air Control, Aveda’s Rinseless Micellar Hair & Scalp Refresher and Dry Remedy Oil for volume, control, moisture and shape within the effortless curled styles.

For the men, a tousled look used the brand’s Rinseless Refresh Micellar Hair & Scalp Refresher, Texture Tonic, Shampure Dry Shampoo and Air Control Light Hold Hairspray for natural texture, lift at the root and a soft hold finish. All products used reinforce Aveda’s ideals with cruelty-free and vegan formulations, as well as sustainable ingredients and even packaging.

There’s nothing quite like a fashion show that takes a stand and makes you think, all while inspiring editorially. Well done to Aveda for taking every opportunity to say something important in their work.

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