Celebrating Aveda’s global artistry merged with the avant-garde approach of the Van Michael Salon Team, the collection introduces a unique approach to colour and technique for 2024. 

Aveda announces its latest artist collaboration and collection, Vortex, in partnership with the Van Michael Salon Team. Emerging from the depths of swirling shadows, this avant-garde collaboration transcends the boundaries of conventional hairstyling and colour, ushering in a whirlwind of intensity and creative ingenuity. 

“We changed our perspective with this collection. We usually look downward at the guests in our chair, but here we focused from the bottom up to the top, and layering colours to create soft, fluid dimension,” said Ashley McCarty, Co-Director of Hair Color for the shoot and Van Michael Salons.

Each look in the Vortex collection is a mastery, drawing inspiration from the hues of an unsettled sky. Evoking moody charcoal, slate grey, deep lilac, and reflective silver these dynamic patterns and powerful upward motion conjures fleeting images of lightning piercing through clouds. The result is a collection that pulsates with life, an electrifying display of hair colours and shapes that seem to possess an untamed, wild energy, effortlessly defying gravity with an air of untamed grace.

“We wanted to elevate the concept of a tornado with this collection. We loved the idea of building the colour from the bottom up, similar to a cyclone shape.” said Joey Hooten, Co-Director of Hair Colour for the shoot and Van Michael Salons.

Hair colour is at the core of the collection. The team used a range of Aveda’s high-performing vegan products to bring the collection to life. Aveda full spectrum permanent™, full spectrum vibrants™, full spectrum demi+™ and enlightenment bonding were pivotal in achieving the vivid and captivating shades that define the Vortex collection.

Throughout the transformation the power of Aveda products were harnessed from start to finish. The foundation was set with botanical repair™ professional equalizing primer and fortified with the botanical repair™ professional hair strengthening additive. The botanical repair™ professional bond activator: light ensured that every strand was treated with care.

To maintain the health and vibrancy of the hair, the collection incorporated botanical repair™ strengthening shampoo and conditioner, creating a harmonious balance between artistry and the science, to build bonds and help ensure the integrity and strength of the hair before and after colouring.

The Vortex collection invites viewers to immerse themselves in a world of electrifying transformations and boundless creativity. A celebration of artistry and innovation, this collaboration between Aveda and the Van Michael Salon Team redefines the limits of hair artistry while paying homage to the raw, unpredictable forces of nature.

CREDITS

Creative Directors: ANTOINETTE BEENDERS, HANNAH RUTH EVANS
Co-Directors, Hair Color: JOEY HOOTEN / ASHLEY MCCARTY
Hair Color: MICHAEL CASSIDY
Hair Cut: DANIEL HOLZBERGER, JEFFREY GOLDENSTEIN, BRANDON DARRAGH
Texture Director & Style: KENNETH DAWSON
Texture Director & Hair Color: NEVADA BLUE
Hair Styling: CHRISTY HUBBARD, GINGER ROWLAND

Makeup: PETER PHUNG
Wardrobe Stylist: CLAIRE NEVIASIER
Photographer: LAUREN KRYSTI
Photo Assistants: HARVY MOON, GREG SCHAAL
Production Manager: JAY POLLARD
Graphic Designer: CHRIS LARSON
Writer: MARY ARMSTRONG

For more info about the brand visit Aveda here.