“Every collection has a story, but this one in particular emerged image by image into what feels like a picture book to me,” says Antoinette Beenders, Aveda Global Creative Director.
The blurred photography has a nostalgic, anti-digital quality, like memories captured on Polaroid film. And the women look like characters in the story: we see them moving through the halls, catch the glimpse of a sparkle, a flutter of veil. Lush layers in their garments re-emerge in decadent textures throughout the hair, and in rich, hyper-natural hair colors. Strong hair cuts have feathery, fine edges like the delicate dresses they wear, and makeup takes on a romantic, vintage quality with shades that deepen like dusk.
Do not miss the awe-inspiring behind-the-scenes video!