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Aveda Takes New York Fashion Week AW

Aveda was an impressive presence at this season’s New York Fashion Week, and we’ve got the pictures, videos and how-to’s that put you practically front row.

Aveda Global Creative Director Antoinette Beenders took the lead on Aveda’s Public School runway looks, styling a male and female look that channelled the early 90s in its expression of the New York clubbing subculture. The women’s hair look that epitomised the ideal ‘next day’ hair after a long night of dancing complemented an urban collection of exaggerated silhouetted and abstract layers.


“This girl had a great night out. Her morning-after hair speaks for itself,” Antoinette said. “She was confident and carefree. She danced her heart out, and still looks amazing.” The men’s look echoed this vibe, styling a man that radiated the underground movement of the time.


For Naadam, Aveda’s Global Artistic Director for Hair Styling, Allen Ruiz, created diverse textural styling to reflect the pull of ancient nomadic textures and contemporary luxury in the collection, which was both high fashion and wearable in its use of modern tailoring and classic silhouettes.


The women’s look encapsulated the luxury element with a full beauty look, created through an intricately wrapped ponytail matched with bold brows. “The modern nomad is always on the go,” Allen explained of the look. “She doesn’t want to spend too much time in front of the mirror, but she wants to look effortlessly chic.” The male looks were contrastingly all slightly different, with an overarching theme of strength and tenacity.


Aveda Guest Artist Frank Rizzieri next created wearable tousled waves with slightly blended strands and hints of texture for Novis. The style suited a collection comprised of shapes, patterns, textures and colour in displayed Matisse Cut-Outs. “This is the cool yet sophisticated city girl that you see in the museum and can’t help but stare at,” said Frank. “You can’t look away because there’s something about her that’s just so intriguing.”


Get the Naadam Women’s Look:

Step 1: Starting with clean, air-dried hair, divide in two sections from each ear; pin top half of hair on top of head.
Step 2: Taking smaller section in the bottom half of the hair, generously spray hair from roots to ends with Pure Abundance Style Prep for added texture.
Step 3: Section by section, twist saturated hair and massage each twist to loosen. Blow dry to build in texture and wave. Leave the twists to set.
Step 4: With all twists completed on the bottom of the head, take the top section and apply Pure Abundance Hair Potion for added texture. Repeat section twists from Step 3.
Step 5: While the top twists dry; start to unravel the bottom twists, gently pulling them apart to reveal waves.
Step 6: Take two small bottom sections of hair from each ear to nape and pull the sections crisscrossed over the hair to form the wrapped ponytail. Cross the sections once again under the hair and repeat for a second wrap; secure with a clear elastic.
Section 7: Gently pull the hair at the crown of head to loosen the ponytail. Spray with Pure Abundance Style Prep and blow dry for one more surge of texture.
Step 8: Finish with a light mist of Air Control Hair Spray.


See the Public School male styling video below:

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