AVEDA CONGRESS 2025 X JAWARA
Where artistry met energy, and every detail told a story.
Aveda Congress 2025 pulsed with creativity from the moment the lights hit the stage. It wasn’t just another industry event — it was a global reunion of visionaries, where innovation felt electric and authenticity took center stage. The COLLECTIVE INKD team was there to capture it all, immersed in the artistry and emotion that define this one-of-a-kind experience. Among the standout voices of the weekend was Jawara, whose work bridges culture, fashion, and identity through hair.
Known for his fearless creativity and intuitive approach, Jawara met with us moments after his mainstage presentation — still buzzing with energy from the crowd. What followed was an honest, inspired conversation about intuition, inclusion, and what it means to stay grounded in purpose while redefining beauty.
“When I touch someone’s hair, I’m touching their energy, their soul.” - JAWARA
You’ve spoken before about experimenting with your own hair and how that shaped your approach. Do you feel the industry’s comfort level with texture is evolving?
I really do. When I started working in fashion after hair school, there was a big gap backstage. People weren’t confident working with textured hair. Because I grew up around all types of hair, I assumed everyone could do everything. I didn’t realize that wasn’t the case. Back then, models with textured hair would wait in the bathroom for me because no one else knew how to handle it. It was wild.
Things have changed. My teams now are beautifully diverse, people from all over the world who can do it all. I even know stylists from Switzerland who can do Afro hair better than some from where I grew up. And people are taking the initiative to learn, which is huge. We still have a way to go, but the progress feels real.
You talked about wanting your presentation to be more emotional than technical. What did you hope people took from it?
I wanted them to feel my story, not just see technique. Everyone was showing such great color and cut education, and I wanted to bring something different, a sense of purpose. Where I started, what I’ve learned, and how I’ve stayed true to my vision.
When I touch someone’s hair, I’m touching their energy, their soul. It’s such an intimate act. I think we forget that sometimes. Hair isn’t just about the look, it’s about feeling.
"The best work often comes from listening — reading energy, feeling intention, not ego."
You’ve said editorial work isn’t about the stylist, it’s about the story.
Exactly. People think editorial means “I get to make whatever I want.” But it’s not about me. It’s about the vision of the magazine, the artist, the moment. I remember prepping for a Rihanna shoot, I had all these ideas ready, and then I met her. She was pregnant, she wanted to feel light and beautiful, not weighed down. I scrapped everything and simplified it.
That’s the lesson: know when to pull back. The best work often comes from listening, reading energy, feeling intention, not ego.
That idea of intuition keeps coming up. Do you remember when you first recognized it in yourself?
Actually, yes. In Aveda Institute, someone sat in my chair and said, “I always color my hair red.” Everyone expected me to mix red. But something told me no. I made it brown. She looked in the mirror and said, “I didn’t even realize I didn’t want red anymore.” That’s when I knew. Sometimes we say what we’re used to, not what we feel.
You can’t really teach that. You just start to sense it. It’s about being present enough to feel what someone needs.
"Handing artists their work and seeing their eyes light up is indescribably fulfilling."
"That sense of rebellion is still in me."
You’ve achieved so much. What moments stand out as proudest for you?
Two things. The first was an exhibition I did in London called Talawa. It celebrated the hairstyles I grew up seeing in Jamaica, looks that were once dismissed as “too much.” I wanted to reclaim that and show how powerful and artistic it really is. The second was working with Diana Ross. She was literally the first name I ever wrote on my dream list when I was eleven. I’ve checked off about eighty percent of that list now, which is wild.
Manifestation is real. But now I want to focus on solving problems and figuring out how to bring science, tech, hair, and nature together in new ways. That’s the next chapter.
You mentioned “dancehall” in your presentation. What does that mean to you?
I grew up in Jamaica surrounded by music. My mom and aunts are reggae legends. Dancehall was the sound of rebellion and self-expression. It was loud, colorful, fearless. Those women in the salons, transforming with towering blonde styles and fashion colors, that’s where I first saw beauty as power.
That sense of rebellion is still in me. People compare what I do to punk, but I’m not emulating punk. I’m channeling dancehall. That’s my foundation. It’s my version of freedom.
As the conversation wound down, Jawara’s warmth filled the room, generous, grounded, and grateful. His perspective reminded everyone why artistry matters: because it’s human. It’s energy. It’s the bridge between individuality and connection.
Aveda Congress 2025 was filled with innovation and education, but it was voices like Jawara’s that captured its heart, artists using their platform to celebrate diversity, authenticity, and emotion in every strand of hair.