ghd sponsored the On Trend event at Westfield, styling looks for models and guests at the high-street fashion show.
ghd was the headline sponsor for the On Trend event, which took place at London’s two Westfield shopping centres to coincide with London Fashion Week. Run in conjunction with Hearst Magazines – ELLE, Cosmopolitan and Esquire – the fashion weekend included hourly catwalk shows to showcase gorgeous high street looks with hair by ghd, as well as complimentary styling for guests from ghd, as well as facials from Murad skincare and makeovers from Charlotte Tilbury makeup.
For ghd, the event was the perfect opportunity to show off the ground-breaking new ghd platinum+ styling tool, which features smart technology to predict your hair’s needs and leave it looking, and feeling, healthier.
The brand offered complimentary styling to guests at the event on the ghd Smart Bar, which featured eight styling stations staffed by ghd style squad members and ghd brand warriors. Guests were able to experience the benefits of the platinum+ styler for themselves, choosing from four looks based on the brand-new ghd Long Live the Queens campaign.
ghd also created looks for the models on stage, showcasing the very best of high-street fashion during the event. Each model wore their own take on ghd’s ‘Urban Queen’ look, with cool undone waves to compliment the new-season collections.
On Trend launched with an event for VIP guests, press and influencers, before three days of styling for Westfield guests, starting in Westfield London from 14-16 September, before moving to Westfield Stratford for 21-23 September. With a gif booth, goody bags and plenty of fashion inspiration to be found, the event was the perfect place to launch ghd platinum+ to discerning shoppers – who could even pick up their own tool to take home from the stand, thanks to a partnership with John Lewis.
Jo Robertson, ghd global head of education said:
Our Queenmakers in salons have done an amazing job launching the platinum+ to their clients, but we wanted to share our latest launch with consumers too, and this was the perfect platform to do it – especially during London Fashion Week, when there’s such a buzz around the city and shopping. We’re really proud of our style squad and brand warriors for doing such an amazing job styling both models and the public, and we loved the reaction the platinum+ got – you really can see the difference!