For Rare Bloom, Aveda’s spring/summer 2015 trend collection, Aveda Global Creative Director Antoinette Beenders selected a prairie as the location for its natural beauty, as well as what it means to one of Aveda’s most important initiatives: sustaining the bee population. Native tallgrass prairie is becoming increasingly rare, and so are all the wild bees living and pollinating among its abundance of blooms.
“Sometimes it’s not just about the latest trend—it’s about taking a cue from the natural beauty around you,” Beenders says of the shoot location, Cowling Arboretum at Carleton College in Northfield, Minnesota. “The prairie couldn’t have been a more perfect place for that, blooming with all kinds of interesting wildflowers and buzzing with bees, butterflies and dragonflies.”
This collection also feature the hottest hair color hue right now, Aveda Blonde.
Watch the video below for a look inside the Aveda Rare Bloom photoshoot.