Aveda Global Creative Director Antoinette Beenders has been working backstage at fashion shows on behalf of Aveda for over 20 years, and in that time she’s noticed a shift in how the fashion industry operates. “The whole industry is moving towards sustainability,” she says. Of course, at Aveda we’ve been pushing for a more sustainable future since our founding in 1978, and pairing with like-minded brands during Fashion Week is one way we demonstrate our commitment to the environment.
Making conscious choices with respect for the planet is part of Aveda’s DNA, and that extends to photo shoots as well as fashion shows. “Behind the scenes, we always make sure that the Aveda Mission carries through to every part of the shoot,” Antoinette says. “The clothes are recycled or repurposed. We never use fur or new silk. We don’t use single use plastic for catering and only serve organic food.”
Aveda has long been a champion of sustainability, making a difference by maximising the use of post-consumer recycled materials in our packaging. Today, more than 85% of our skin care and hair styling PET bottles and jars contain 100% post-consumer recycled materials. We manufacture with 100% wind power through renewable energy credits and carbon offsets and responsibly source our ingredients from communities around the globe.
When it comes to Fashion Weeks, Aveda partners with brands who share our values — whether it’s the catwalks of New York or shows in Milan. “We work with brands that are cruelty-free, who don’t showcase leather or fur, who walk the talk,” Antoinette says. One such brand is Stella McCartney, who we’ve partnered with for over five years for various fashion shows. “We have similar goals,” Antoinette says. “I have a lot of respect for Stella. She really walks the walk … she has a strong opinion and she’s been a pioneer in the fashion industry.” You can read all about Stella’s commitment to sustainability here.
Even something as simple as a cotton t-shirt can have an impact on the environment. According to the World Wildlife Fund, it takes over 2700 litres of water to produce one cotton t-shirt; when you wash that t-shirt, you’ll use about 151 litres of water.
If shopping more sustainably is important to you, Antoinette says to think of the 3 Rs: reduce, reuse and recycle. Find ways to restyle what you already have, or shop more mindfully. “Buy clothes with more thought,” she says. “Stop buying fast fashion. Buy less, shop at thrift stores or pay a little more for something that lasts longer. Be as conscious as you can when you buy.”