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printed in van Herpen’s futuristic-yet-natural style are meant to be beautiful enough to display without additional wrapping. “Within my work, I have consciously chosen to go into slow fashion and to develop sustainable materials to combine craftsmanship and innovation,” says van Herpen of what drew her to Aveda’s ethos. “I knew these were going to be accessible for a wider audience, but I really wanted to bring my couture aesthetic into it and find that beautiful balance.
”She spent nearly a year going back and forth with Antoinette Beenders, senior vice president of professional global artistry, to ultimately make something she would be proud to wear herself. “Having done the hair for Iris's show in Paris, it was a true collaboration,” Beenders tells. She sought out van Herpen for the “highest level of art” to create an attainable version of her designs that could truly work for anyone. “They're lovely and light,” Beenders points out.
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