Aveda joined with Stella McCartney to put both brands’ commitment to and passion for sustainability, beauty and fashion front and centre, with Aveda styling the Stella McCartner Summer 2021 digital fashion show. Titled “McCartney A to Z Manifesto”, and hosted in Norfolk, the UK, the brands’ eco-conscious values stood out.

The fashion collection was described as “made for the Stella woman in motion, actively dreaming of freedom through a connection with her body, nature and art.” Pairing with Aveda, whose cruelty-free and vegan values are core to the brand, the hair brief was anchored by effortless beauty, and their matching environmental ethos with Stella McCartney. All Aveda products are manufactured with 100 per cent renewable energy through solar and wind power, and prioritise sustainable ingredients and packaging.

 “We really wanted to embrace each model’s natural texture and shape to allow their individual beauty to come through,” said Lead Aveda Artist, Gina Conway. “Working with Stella is a true reflection of our mission at Aveda, as she completely encompasses caring for the world that we live in, bringing environmental leadership through each and every part of her business.”

Key tools included the brand’s new Botanical Repair™ Strengthening LeaveIn Treatment, for prep and heat protection, with hair then styled with a straightener to create a soft, undone texture. The look was finished with Aveda’s Air Control™ Light Hold Hairspray. For short hair, Aveda’s Pure Abundance™ Style Prep™ created soft movement.

“Our Summer 2021 collection and A to Z manifesto are energised by collaboration, and I could not be more grateful to partner with Aveda again for this season’s digital show,” Stella McCartney said. “We have a shared commitment to sustainability, desirability and vegan solutions in luxury – both driven by a purpose to make women look and feel their best, while being better to Mother Earth and our fellow creatures.”

For more information visit www.aveda.com.au