On Sunday, October 12, Aveda Global Artists and special guests from around the world joined forces at London’s Excel Centre to showcase ground-breaking techniques as part of innovative, stunning presentations during a high-energy show at Aveda’s Master Jam Europe 2014. For the first time, Aveda™ The Art and Science of Pure Flower and Plant Essences hosted the show during Salon International, one of the most prestigious platforms in the industry, attracting a crowd of more than 1500 industry experts.
The Master Jam show is a celebration of hairdressing for salon professionals designed to inspire innovation and creativity within the industry as top professionals from around the globe take the stage for a breathtakingly imaginative and fashion-forward show featuring cutting-edge techniques, practical demonstrations and the latest hair and makeup innovations.
Highlights from the show included presentations from:
Ray Civello, President of Aveda Canada: Civello and the Aveda Canada team opened the show with a presentation designed to break boundaries, liberate and incite change entitled ‘Sustainable Human’. Combining the best of Aveda artistry with the brand’s Mission of environmental responsibility, Civello and team melded beautiful hair with a powerful message of the need for change. Models emerged wearing intricately crafted white floral-inspired headdresses created from sustainable, recycled materials and found objects on top of perfectly styled hair.
Ricardo Dinis, Aveda Global Artistic Director, Hair Cutting and Jo McKay, Aveda European Technical Hair Specialist: Combining the starkness of the Icelandic landscape with splashes of vibrant colour, Dinis and McKay presented their inspiration from Iceland and the works of iconic artist, Jackson Pollock. McKay presented a new technique of Colour Splashing, creating a gorgeous and subtle palette of color on the hair. Perfect for women looking to express their individuality through hair colour, her presentation was an insightful demonstration of the versatility of Aveda Full Spectrum™ Colour. Through precise technical expertise, Dinis’ performance highlighted elegant yet edgy sculptural haircuts inspired by a stark Icelandic landscape scattered with glaciers – the results were cuts featuring strong shapes and lines with superb detailing.
Allen Ruiz, Aveda Global Artistic Director, Hair Styling: Ruiz took his inspiration from modern day science fiction movies with Chameleon Stealth – featuring models morphed into reptilian goddesses with serpentine shaped hairstyles fused together with snake patterns and crimped textures. He took time to demonstrate an updo with a difference to the crowd of hair professionals keen to absorb new tips and techniques.
Tippi Shorter, Aveda Global Artistic Director, Textured Hair: As one of the most sought-after hair stylists for textured hair in the entertainment and beauty industries, Shorter demonstrated the many possibilities of wavy, curly and coily hair types. As part of her presentation, Shorter previewed excerpts from her new Textured Hair 101 Curriculum, launching in early 2015. Shorter shared her belief that it’s a mistake to view textured hair as relative to skin tone, and that instead texture should be viewed as a fabric.
Bastian Casaretto, Aveda Artistic Director Germany, Switzerland and Austria: Casaretto lit up the stage with a vibrant celebration of cultural inspirational from 1920s Paris, with a focus on beautiful sleek, shiny hair to reflect and complement the sharp yet feminine bobs and symmetrical cuts. His presentation was simple and stunning, with a fresh, edgy modern 2014 take on a golden era.
The Van Michael team from Van Michael Salons in Atlanta, Georgia, USA: The team presented a nine-model runway show titled Gothloli that celebrates a powerful movement in Japan dedicated to women’s self-esteem, and took inspiration from Japanese anime. Looks included short textured styles, geometric shapes and hair pieces and vibrant colour with bold shaved segments. The Van Michael Salon team, as headed by Daniel Holzberger, Creative Director for Van Michael Salons, and Natalie Gurley, Director of Hair Colour Education for Van Michael Salons, created stunning anime cartoons of the model looks that played in tandem with the presentation.
X-presion featuring Marco Antonio Restrep, Jorge Cancer and Jose Luis Almendral from Madrid, Spain: The stunning presentation by the creative studio known as X-presion focused on the concept of hair as fabric. Using their ever-evolving innovative techniques in cutting and styling they delivered a street-smart high energy, thought-provoking presentation that recently won an Association of International Press Professionals (AIPP) Award for Best Photo. This was their 7th AIPP Award.
Ian Michael Black, Aveda Global Artistic Director, Hair Color and Janell Geason, Aveda Global Artistic Director, Makeup: The ultimate celebration of colour with both hair and makeup, Black and Geason closed the show, taking their inspiration from the wonderfully colourful tribal clothing and face decoration of the Masai Mara with vibrant reds, yellows, blues and more of Aveda’s Full Spectrum customised colour palette. The show concluded on a high note with beautiful sun-inspired headdresses and sweeping couture gowns complementing both the hair and makeup finished looks.
Aveda announced the winner of its 2014 Fashionista International Award during the show. Entrants from eight countries entered their collections for a chance to win the opportunity to work backstage at New York Fashion Week. They were judged by a high-power panel of top industry experts including hair icon, Tim Hartley and hair colour icon, Annie Humphries. Finalists came from across Europe including Belgium, Netherlands, Luxembourg, Italy, Norway, Russia, Spain, Turkey and the UK. The winner is Ilya Balkov of ES Standard Salon in Krasnodar, Russia.
On Monday, October 13, Aveda hosted a workshop during which members of the Aveda Global Artistic Team brought to life the beauty and creativity of Aveda’s 2014 new limited-edition collection: Romantic Grandeur. This collection features stunningly bold, yet seductively, soft and feminine hair and makeup looks with just a bit of an unfinished edge for an effect that both warms and breaks the heart with a beautifully modernised vintage vibe.
Aveda’s talented team shared their colour secrets and provided insight into the latest cuts from the collection including the finishing touches, clever combinations of colour and shading and the latest makeup trends. The workshop will be led by the Aveda Global Artistic Team, which includes Ian Michael Black, Ricardo Dinis, Allen Ruiz, Tippi Shorter, and Janell Geason.