Aveda master jam 2011 attracts a global stage
Published
12th Apr 2011
by rachael
More than 1,200 hairdressers from 20 countries descended on London's Old Billingsgate venue on the bank of the River Thames for the Aveda Master Jam 2011.
The show brought together hair, make-up and styling with shows from artistic teams from Canada, Europe and North America, and a much-anticipated presentation from Aveda senior vice president of creative, Antoinette Beenders.
The event started with an energetic routine from dance group Diversity, before the Fashion Forward show began with an interesting presentation from the European show team. The team - Jo McKay, Bea Watson and Bastian Casaretto - created 3D texture, using stencils and spray colour to add a tattoo-like effect.
Not forgetting the ever-growing men's market, session stylist James Rowe talked about the most popular look of the moment: tight sides with longer length on top, "allowing men to have plenty of versatility."
The North American creative team was led by Ricardo Dinis, whose precision cuts were distinctive and fashionably fresh with short, angular fronts and longer, disconnected backs. Ian Michael Black gave the audience a sneak preview of six new Pure Tones set to launch next year - emerald green fused with lime green, ink blue rubbed shoulders with canary yellow and magenta tussled with scarlet.
In contrast, the Canadian show was as cool as ice, as white hues dominated the stage. Polished geometric cuts mingled with stylised curls for a bevvy of blondes.
The final show was by the company's creative guru Antoinette Beenders, who took inspiration from air, fire and water. Her work was a fusion of commercial haircuts morphing into the fantastical. To show air, she paid homage to 80s pop singer Sinead O'Connor, creating a feminine crop. A long redhead represented fire, which was crimped into tumbling, rippling hair.
Suddenly, the room was transported under the sea, with films of jellyfish swimming in the ocean. Hydrogen bubbles fell from the ceiling, as Antoinette soaked hair with gel then sculptured it into a sea creature-like shape. Laser lights and dry ice gave a dramatic finish to an extraordinary show.
