The spirit of positive change was in the air at Stella McCartney’s Women’s & Men’s Spring 2020 fashion show presentation in Milan. Titled “We are the Weather,” the presentation was inspired by a forthcoming novel of the same name by author and environmentalist Jonathan Safran Foer. The book discusses the small sacrifices we can all make to have a positive impact on our environment, which closely aligns with the missions of both Aveda and Stella McCartney.
Global Creative Director Antoinette Beenders and a team of global Aveda Artists using cruelty-free, vegan products that were chosen specifically for each model’s natural hair texture and style. “Every model was different and natural,” she explained. “We’re all individuals and we wanted each model’s individual beauty to come through.”
Antoinette and her team gave female models a sleek center part with natural, undone wavy texture flowing through the ends of their hair. The team prepped models’ hair with Speed of Light Blow Dry Accelerator Spray and Pure Abundance Style-Prep before giving them a quick blowout to add volume. For a natural, undone curl, the team curled the ends of models’ hair with a curling iron, moving it lightly up and down to warm the hair and leave a soft, undone curl at the ends. For a “twist-gloss” finish, Antoinette and her team sprayed the Uruku Bronzing Brush with Texture Tonic, then twisted the hair and brushed along the twist for texture, polish and hold. Artists then spritzed the same brush with Air Control Light Hold Hair Spray and gently brushed away any flyaways.
For models with more textured hair, Antoinette and team used Rinseless Refresh Micellar Hair & Scalp Refresher and Dry Remedy Daily Moisturizing Oil to revive and reshape curls and add a bit of moisture.
Male models also sported a natural, tousled look thanks to a mix of Rinseless Refresh at the root and Texture Tonic at the mid-lengths and ends. The look was finished off with a spritz of Air Control.
The products used backstage at Stella McCartney were manufactured with 100% wind power* and are naturally derived and cruelty-free. For the show, Antoinette went one step further and used only vegan products. “Tonight we used all vegan products. I’m really proud of that,” she said. “Aveda’s mission is to care for the world we live in, and taking small steps like this can make a big impact.”
(*through renewable energy credits and carbon offsets)
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