Five of the industry’s most creative talents will gather on one stage to launch the Aveda Spring/Summer 2014 Collection: Culture Clash at ISSE Long Beach 2014… Allen Ruiz gave us the scoop!
We live in a world rich with culture. The Aveda Culture Clash collection is about the clashes and the blending that happens when we do. We met with Aveda Global Artistic Director, Allen Ruiz, and proposed to him 5 questions for our new Gimme-5 interviews. He gave us the scoop on what to expect from this year’s event and his workshop and you won’t be disappointed!
1) Where are you drawing your inspiration from for your presentation at ISSE?
“The Aveda Culture Clash Collection for Spring/Summer 2014 was inspired by the differences and commonalities of cultures from around the world. We shot the Collection in London where we also found inspiration from street fashion. The Collection embraces individuality and confidence. By incorporating different textures, colors and shapes we were able to create images that could be described as tribal, futuristic, folkloric and chic.”
2) What are the essential hair styling techniques in your book?
“Like all Aveda Collections, Culture Clash is all encompassing, including techniques for cut, color, styling and make-up. The styling focus is all about texture which is created through setting the hair with different irons and braiding techniques.”
3) What can stylists expect from your hands-on seminar?
“Stylists should expect to leave our seminar feeling inspired and empowered with the ability to use what we’re teaching them on shoots, at shows and behind the chair. We teach fundamental hair dressing techniques at an advanced level. By focusing on the intricacies of the basics we are able to take your skill-set to the next level.”
4) What are your key concepts to making a hairstyle come alive on an editorial page and on the runway?
“Editorial work is all about ensuring the hair has energy on camera. It has to have movement, shape and evoke a feeling. The more editorial work you do the more you develop an artistic eye for what works. There’s definitely a lot of trial and error involved, but to be successful you must be patient and committed to working the hair until you get your shot. For runway shows you never want the hair you’re creating to upstage the fashion. The goal is to work with the designer and make-up artist to create an overall synergistic look that makes a statement and leaves a lasting impression on the audience. It really is a team effort and the goal is to have the models hair all looking uniform so that the fashions take center stage.”
5) Which are your favorite Aveda products you use for styling fashionable hairstyles?
“The products I use really depend on the look I’m trying to create. I love Aveda products for editorial work because they are not heavy. They can be layered and provide workable/brushable hold that is perfect for session work. Some of my go-to products for shoots would be Brilliant Spray On Shine great for weightless on-camera shine, Pure Abundance Hair Potion for instant texture and grit and Control Force Hair Spray for a dry-delivery finishing spray.”
Estetica USA will be attending the event and we can’t wait to share more exclusive interviews and news from ISSE Long Beach 2014.