Thirty years of the aveda mission at congress

Aveda celebrated 'Thirty Years of Living the Aveda Mission' with a sell-out show to 4,800 beauty professionals from around the world, in Minneapolis, that proved to be their greenest Congress to date.

Celebrating the talent, partnerships and the passion behind the Aveda mission, the company's deeply rooted commitment to wellness and indigenous partnerships were brought to life by some of Aveda's most talented ambassadors:

Aveda Congress 2008 pictures >>

Antionette Beenders



Aveda's global creative director, British Hairdresser Awards nominee 2008 Antoinette Beenders, captured the audience with a trio of visually arresting looks:

• Earth - using a razor to carve hair into a graduated bob that Antoinette called the 'swimming cap'
• Recycled - a couture theme featuring pieces of recycled hair backcombed and formed into avant-garde halos
• Futuristic - a fur-like effect was created by weaving pieces of brightly coloured hair around a pom-pom then smoothed with an electric shaver.

Collection: Raw Beauty

The 2008 Autumn/Winter Collection transformed the traditions and cultural symbols of the Yawanawa tribe in Brazil into a modern vision of global beauty and style. Aveda colourists Lupe Voss and Jeffrey Scott used Yawanawa diamond, fish and arrow symbols to create rich, fiery hues; while Gerard Scarpaci, artistic director of the Aveda Academy in New York, used a razor to build shape in a symbol-inspired fringe cut. The looks were then complemented by stunning make-up looks created by Chief Tashka Yawanawa, in partnership with global makeup artist, Rudy Miles, and Purefessional Angela Conti-Smith.

Ray Civello, president of Civello Salon-Spas and Collega in Canada, led four members of his team in a presentation that seamlessly combined technical expertise, creativity and Aveda's core principles of wellness.

Van Council

Founder of the Van Michael Salons, Van Council and his team showcased transformative bobs. They emphasized the importance of face shape and hair texture and shared techniques for highlighting a client's natural beauty. In a spellbinding final showcase, Council and his team cut a model suspended upside down in a white, elastic sheet.

Kozo

World-renowned hairdresser Kozo, who owns five large-scale salons in the Tokyo area, brought bold and elegant Japanese-inspired traditions, dress and accessories to Congress. Kozo cut, styled and shaped hair into coloured, sculptural works of art and adorned updo's with elaborate accessories. In a stunning finale, Kozo transformed hair into a fan splayed around the head creating a wide, straight-edged halo, which he airbrushed with eye-catching strips of white paint.

Aveda Men

Kurt Kueffner, director of men's education for Aveda, presented an unforgettable showcase of Aveda Men collections. As well as creating styles from wearable looks to  more textured, avant-garde editorial cuts to buzzed flat-tops; Kueffner also shared tips on how to service and engage male clients with wellness and product education.

 



David Adams

David Adams, technical artistic director for Aveda, challenged the audience to 'Imagine a World Without Colour,' showcasing models featuring "colourless" black, grey and white coifs and makeup. Taking to the stage in a white body suit, Adams slowly brought colour back to life using an airbrush to spray a shoulder-length bob with degraded hues of black, orange/red, and yellow. "The trend is moving towards bolder colour and block colouring," said Adams, who finished his presentation with an electrifying collage of multicoloured looks.

Christiaan

At the Congress finale, Aveda welcomed guest artist world-renowned editorial hair stylist, Christiaan to the stage. In a mind-opening showcase of his famed spontaneous creativity, Christiaan formed a 'crack' up the back of models' heads with an electric razor. Christiaan commented: "The 'crack' physically opens a person to new possibilities and shifts their thinking; there is symbolism in this look that we can use to further our craft." He completed Congress by creating dramatic, jagged, sculptural cuts on young models he had invited from the streets of Minneapolis.

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