Why Antoinette Beenders Is Embracing AI

Aveda’s creative director is integrating artificial intelligence into her photographic collections. Controversial? She argues embracing change is essential

by MADDI | CREATIVE PROJECTS

Astral II, Aveda, Antionette Beenders, Ed Maximus

Astral 2.0, a futuristic collection inspired by iconic stylist Antionette Beender’s work with Dutch designer Iris van Herpen, fuses real hair with AI-generated clothes – a move that’s causing ripples across the industry. “Hairdressers here are very nervous about AI,” says Antoinette. “A lot of my friends in the UK hairdressing community don’t really understand it, but I think once they do, they’ll be all over it – like with Instagram or Uber.”

Antoinette is using AI as a tool to elevate her craft, blending traditional hair techniques with digital innovation. “AI is the future, right?” she remarks. Working together with multidisciplinary artist Ed Maximus, they have been experimenting with AI to create mind-bending visuals that bring hair to life in new ways.

Antionette Beenders, Ed Maximus

The Aveda creative director approaches hair the way fashion houses approach couture. “I see it like ready-to-wear and couture. Ready-to-wear is the everyday hair clients want, and couture is the inspirational, artistic side that might not be worn every day,” she explains. “The hair and face are real, but we’re pushing it further with AI.”

Despite her love for tech, Antoinette is steadfast in her belief that hairdressing will remain an art form grounded in human touch. “Hairdressers are scared of AI because they fear their trade will vanish. But I don’t think that’ll happen – computers cutting hair isn’t on the horizon yet.” Her message to the industry is clear: embrace technology as a tool, but never lose sight of the fundamentals. As she puts it, “Focus on connection and technique, and let product companies focus on providing high-performance tools.”

As the conversation draws to a close, Antoinette hints at the future: more AI, more collaborations, and certainly more pushing boundaries. But she’s also adamant about one thing: Aveda will always remain rooted in natural, high-performance products, standing as a beacon for sustainability in an ever-changing industry.