Aveda Announces the first, exclusive collixion Graphic Organic in collaboration with X-presion Creativos.
It is her first collaboration with the world-renowned and awarded as the International Artistic Group of the Year 2022
by IHA, X-presion Creativos.
It was founded by three young entrepreneurs from Madrid, Marco Antonio Restrepo, Jorge Cáncer and Jose Luis Almendral.
X-presion Creativos are known for developing innovative techniques through a mix of
different artistic disciplines, materials and ideas.
Their first collection for Aveda, Graphic Organic, celebrates their signature linear style,
while incorporating shapes and patterns from nature.
The Graphic Organic collection offers an exclusive Aveda technique designed to inspire and educate
and ultimately captured in a unique Look that everyone can support.
Based on a mutual appreciation for expertise and shared ideals, the partnership between Aveda and X-presion Creativos has formed organically:
“Our shared values with Aveda around balance, wellness and artistry
made the identification obvious.
We are excited to have worked together on this project and to share it with the world.”
said the X-presion Creativos team.
The team treats hair as a canvas and with Aveda’s vegan, personalized color they were able to bring out the
the infinite adaptability of the Full Spectrum range of tones according to their own vision.
“As creative thinkers, non-conformists and even hairdressing revolutionaries, working with Aveda Full Spectrum colour to achieve a palette with so many colours and unlimited customisation was incredible.”
X-presion Creativos stressed.
The collection is inspired by natural patterns, where geometry and precision meet the chaos of nature.
“We have always been fascinated by the visual side of mathematics, in this case when seemingly geometric patterns meet the eye, repeat and interact to create endless possibilities,
tiered patterns and incredible colours.
We brought this idea to our approach,” said X-presion Creativos.
To create the looks, Aveda and X-presion Creativos collaborated to render colour patterns in the models’ hair, using an overlapping method to achieve the effect.
The team formulated a large palette of personalised formulas using Aveda’s high performance vegan Full Spectrum dyes, which yielded a range of shades for truly unique looks.
The Technical
By framing the color around the face, the hair is separated into sections for discoloration.
Aveda’s Botanical Repair range was applied all over the head to create bonds in the hair core
in order to maintain healthy and strong hair opening.
To design the pattern using the trompe-l’oeil technique, X-presion Creativos used three tools:
a specially designed comb created for precise and even partitions,
a silicone spatula for sharper lines
and transparent films for the layering of the colours.
Once completed, the top is separated, spun and knitted with a piece of thread before being coloured to form an imperfect yet complementary colour effect that overlaps the more subtle colouring.
“The end result shows how the organic and the more creative colour blend together,
merging so that you can’t see where one begins and the other ends,” X-presion notes.
The technical and layered approach creates two versatile looks for each model.
When the styling changes, the effect of the colour changes and transforms.
“The magic is that you can completely change the look by moving the hair in a different direction,” said X-presion.
The campaign was shot on three different models and captures two different looks for each.
