BEAUTY | MARCH 3, 2020


A More Sustainable Future, On and Off the Runway


Fashion month is happening now—and while new trends are sure to crop up, many world-class designers are increasingly focused on one enduring theme: Sustainability. It’s an exciting vision for the future of fashion, and one we’re both encouraging and actively participating in with Aveda Runway.








In creating Aveda, our founder Horst Rechelbacher sought to be both a steward of beauty and a champion of environmental leadership and responsibility. Horst’s legacy is a driving inspiration behind Aveda Runway, a movement to celebrate and amplify sustainability in the interconnected worlds of fashion and beauty.


By joining forces with design houses that are emphasizing strategies like minimizing the use of single-use plastics, we’re modeling a new way forward—one where sustainability is the new luxury and caring for the planet and its inhabitants is a key driver for creative expression, trend-setting and business innovation. We understand that for many of our partners, sustainability is a journey; our collaborations advance the shared goal of creating a better, more sustainable world.




Aveda hair care and beauty products have long been staples on the runway, thanks to their performance and versatility. For many years, Aveda Artists and runway stylists have enjoyed the opportunity to exhibit their tremendous artistry using responsibly-manufactured, vegan, cruelty-free Aveda hair care and beauty products.


In 2020, Aveda’s long-standing role in the world of fashion is both evolving and expanding: as designers shift towards environmentally-conscious business practices, we’re helping them co-create a thoroughly modern perspective of sustainable luxury. Utilizing a range of Aveda products, such as our new, superfood-powered nutriplenish™ hair care line, Aveda Artists and stylists are collaborating with design houses to furnish a forward-thinking perspective on beauty.


In this new paradigm, luxury, creativity, innovation, sustainability and integrity all combine to create impactful, 360-degree partnerships. Recent examples include:


Aveda Runway x M Missoni—Reuse, Remix and Respect.

Recently, Aveda partnered with M Missoni for their #thisisMmerica runway show in Los Angeles. Anchored by a theme of “reuse, remix and respect,” the M Missoni show featured our nutriplenish™ hair care line, which uses post-consumer recycled plastic in packaging and is free from silicones, sulfate cleansers, parabens, mineral oil and petroleum. Additionally, out of respect for the planet, Aveda products are manufactured with 100% wind power through renewable energy credits and carbon offsets balancing our electrical and natural gas usage.


Fittingly, the M Missoni collection was crafted using deadstock materials and upcycled yarn—a design choice that reflects the brand’s commitment to environmental stewardship while also emphasizing its eclectic and spirited heritage. Aveda products were used to style models’ hair in freewheeling fashion, with Aveda guest artist Tomo Jidai noting, “We didn’t want to change the character of the hair, but rather define it and add some essence, accenting it with the signature M Missoni pizzaz.”


The result was a fun, provocative presentation that told a layered story of our respective brand legacies and our forward-thinking visions for a more sustainable future—both on and off the runway.


Aveda Runway x 3.1 Phillip Lim FW20 Lookbook Shoot

As part of New York Fashion Week, Aveda collaborated with designer Phillip Lim for the shoot of the 3.1 Phillip Lim FW20 collection lookbook. As a brand, 3.1 Phillip Lim represents conscious luxury and effortless style—and seeks to champion beauty with responsibility. In this sense, the brand is highly aligned with Aveda’s own mission, where sustainability and environmental consciousness inform best-in-class artistry and luxury.


The 3.1 Phillip Lim FW20 collection integrated an array of sustainable design elements, including recycled, cruelty-free serge and Tencel; a multifunctional canvas knit made of recycled poly and sustainable viscose; and organic, toxic-free cotton, which is featured in the brand’s signature down-free duvet coats.


Amplifying the 3.1 Phillip Lim message, models’ hair was styled using a range of cruelty-free, vegan and naturally-derived* Aveda hair care products, all of which are packaged in bottles that incorporate post-consumer recycled plastic. Aveda nutriplenish™ leave-in conditioner, a plant-powered, no-rinse treatment that features sand ginger extract, was spritzed onto hair to prep it before styling, while Aveda texture tonic, which features cane sugar and salt, was added to enhance models’ natural hair texture.


The overall aesthetic was inspired by “the everyday New Yorker”—an elegant, slightly gritty look that is equal parts effortless cool and elevated luxury.


*From plants, non-petroleum minerals or water. Learn more at


Aveda Runway x Maison de Mode Sustainable Style Awards

On Saturday, February 8th, the third annual Maison de Mode Sustainable Style Awards took place in Los Angeles, with Aveda acting as the title sponsor. The event celebrated the efforts of those supporting sustainable fashion with two industry leaders—M Missoni Creative Director Margherita Missoni and actress, model and activist Amber Valletta—honored over the course of the evening.


The evening was thoughtfully curated to create minimal impact on the environment — from the plant-based menu to the carbon neutral lighting and sound design — attendees embraced all aspects of the future of sustainability. To extend the impact beyond the event, proceeds from the evening went to Aveda partner, charity: water, a nonprofit organization whose mission is to provide clean and safe drinking water to the world.


Ms. Missoni, an Aveda partner, was styled using vegan, paraben- and silicone-free Aveda products, rocking a high, slicked-back ponytail that fell down into loose waves. Paired with a backless, M Missoni dress, Ms. Missoni’s look emphasized the powerful alignment of the worlds of beauty and fashion—and proved that sustainability is the new luxury.


Aveda Runway x Gabriela Hearst—Repurpose with Purpose

On Tuesday, February 11, Aveda collaborated with designer Gabriela Hearst for her FW20 runway show in New York City. Ms. Hearst’s presentation was guided by the theme of “repurpose with purpose,” and featured an array of recycled and repurposed fabrics. Aveda hair care products, including our new nutriplenish™ leave-in conditioner, were used to style models’ hair in slightly bohemian looks.


Ms. Hearst’s collection, presented in partnership with Eco Act, marked the world’s second ever carbon neutral show, an endeavor that was further amplified by the presence of Aveda as the hair care lead. As an industry pioneer in carbon neutral production, products are manufactured at our primary facility with 100% wind energy, while our air control™ and control force™ hair sprays—two backstage favorites—both have a net-zero impact* on the Earth's climate.


Aveda guest artist Jimmy Paul led a team of Aveda artists to create beautiful, slightly bohemian looks that were guided by the individuality of each model. “The hair is natural and has an ease to it—inspired by the woman,” Mr. Paul explained. Products used included Aveda’s pure abundance™ style prep™ and volumizing tonic™ to add extra volume and body; Aveda’s be curly™ curl enhancer to enhance natural curls and coils; and Aveda’s smooth infusion™ style prep smoother™ for those embracing ultra-sleek, straight looks. Hair was finished with Aveda air control™ light hold hairspray to provide a flexible, lasting hold. “The looks aren’t necessarily inspired by the collection, but they tie into the beauty of the clothes, which make them work so well together,” Mr. Paul concluded.


By honoring the Earth, our collective home, while also celebrating the dynamism of the individual, the show underscored that sustainability, luxury and beauty are complementary forces—a forward-thinking perspective that defines all Aveda Runway partnerships.



*Aveda funds renewable wind energy to offset the CO2 associated with the manufacturing, transportation and use of air control™ and control force™ to help ensure it has a net-zero impact on the Earth's climate. The majority of our offsets fund future wind energy over time. To learn more click here.


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