Sublime by Aveda

Hair: Allen Ruiz, Jackson Ruiz Salon and Erminio Fiocca for Aveda
Creative direction: Antoinette Beenders, VP creative director for Aveda
Colour: Ian Michael Black
Makeup: Rudy Miles and Janell Geason
Photos: Miguel Reveriego

Aveda incorporates 80s goth with early 90s grunge in its spring/summer 2010 collection, Sublime. With this collection, Aveda’s vice-president creative director, Antoinette Beenders, and her team created four distinctive styles—Rama celebrating the band Bananarama, Visage after a song by the New Romantic band of the same name, Uma inspired by the Kill Bill franchise and Toyah, honouring punk rocker Toyah Wilcox. Strong shapes, rough styling and matte finishing, with an emphasis on texture and bold colour, exude the raw and sophisticated appeal that ultimately characterizes this collection.

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