ghd Fashion Week Report SS19

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With Fashion Week in full swing, ghd was once again behind the scenes with Eugene Souleiman and Franco Gobbi, where their stunning summer styles paraded the catwalks of Jeremy Scott, Intimissimi and Dion Lee.

Get the looks here!

ghd X Jeremy Scott

Naturally Polished Perfection!

Eugene Souleiman, Wella Professionals Global Creative Director and ghd Fashion Week Ambassador, celebrates individuality and diversity as Jeremy Scott reveals his SS19 Collection.

Post-self and past-self, Jeremy Scott’s latest collection is a homage to his heritage, but one which insists on looking forward. Not quite 90s, not quite the noughties either, the look answers important questions about what it means to live in the post-millennial age. His inspiration is himself, in this ‘meta-muse’, gender-fluid tribute.

All the staples from past decades combine in Scott’s series; we see sportswear mesh on heavy, motocross jackets, practical attire such as military grade, combat trousers are complimented with high-heeled over-the-knee boots and jackets are adorned with bold, neon prints. The whole ensemble combines to, “evoke a utilitarian aesthetic as a high-fashion hybrid”.

What Eugene loved about this particular show is the diversity in the cast. For Eugene, “gone are the days where you create one look and roll it out on your models, it’s much more personal now. It’s about the model, their hair type and the collection. Fashion is no longer about what’s in and what’s not, it’s about personality, demeanour and the individual”.

The Key Technique

Using the ghd Platinum+ styler (£175), the world’s first smart styler, which contains ultra-zone technology, allowed Eugene to perfect the invisible but technical subtlety in texture he was aiming for.

What we developed is a way of styling hair from the inside, from the underneath, hidden volume. You can’t really see how it’s done. It just looks like the hair was naturally like that even though hair’s not naturally like that. We’re tonging the insides of the hair to support the rest of the hair to give it width, volume and lightness.

Get The Look:

For the afro hair, I simply ran the ghd platinum+ styler over the hair and gently pressed it to create glass like shine. For some of the other girls, I added volume at the root and a natural yet dishevelled texture through the ends using the ghd air and diffuser and working in kinks and bends using the ghd curve classic curl tong. This again kept the shine in the air, but also created a very understated and subtle finish.

I believe that true craftsmanship should be invisible, I want the hair to honour the collection, it’s a new glamour, a different kind of glamour… one that harks back to the 90s but is very current, very now. - Eugene Souleiman


ghd X Intimissimi

Dynamic Natural!

Leading hair tool brand ghd designed the hair looks for the highly anticipated return of the Intimissimi runway fashion show on Wednesday 5th September in Verona. The spectacular hair look, with fluid waves and exaggerated volume, is easily replicable in daily life and created using the new ghd Platinum +styler.

“For these hair looks we played on a contrast between structured high volumes and backcombs from the 60’s, combined with very natural free lengths, without replicating vintage hairstyling,” comments Franco Gobbi, the lead hairstylist who was supported by a ghd team backstage at the Intimissimi Show Enchanted Forest.

Fairies and vamps wearing lingerie masterpieces walked on a bed of leaves. A sensual soundtrack accompanied the gracefulness of lace capes and stilettos covered in feathers, in alternating black, white, red and floral prints.

The hair has a very shiny finish, from the roots to the tips to the almost undetectable waves created, to give a sense of movement and reflecting the natural dynamism of hair bouncing on women’s shoulders as they run. As the hair looks are paired to an underwear collection, we did not want to have something too constructed or in coherent. - Franco Gobbi

Get The Look:
  • Apply ghd Root Lift Spray on the roots to give volume and support to the hairstyle. Then blow-dry hair while lifting at the roots.
  • Backcomb section-by section in a staggered manner, applying ghd Final Fix Hairspray on every strand to maintain the shape.
  • Straighten lengths with the new ghd Platinum+, additionally creating fluid waves to give the idea of movement, without creating too much structure. The combination of the use of the styler and the ghd Final Shine Spray just on the tips creates an extremely fresh and bright hair look.
  • To finish, brush roots using fingertips, just like when you would move hair from your face and push it backwards. On the lengths apply ghd Final Fix Spray by spraying it directly on to the ghd Oval Dressing Brush and then brushing through the hair.

Pro Tip!

Apply the hairspray on the brush and not directly on the hair to create a more natural look, and work on the texture before hair dries to obtain maximum performance!


ghd X Dion Lee

Hidden Braids!

Known for his ‘technical’ but ‘intelligent sensuality’, Dion Lee combined experimental construction with traditional tailoring to create the looks, which was mirrored by the hair created by ghd Fashion Week ambassador, Eugene Souleiman.

The collection had a compartmentalised feel with inspiration drawn from the world of wearable but aspirational fashion. In a wardrobe of blushed pink, chic blacks and glamorous reds, the hairstyles created evoked a paradoxical but complimentary toughness. Eugene Souleiman created a look that, “took the ‘lady’ out of the clothes” by adding tension and attitude to the hair with hidden braids that were subtly but intentionally placed throughout. The hair was, “not masculine, just tougher. The intention is stronger. More assertive, slightly aggressive. It’s not a ‘pretty’ ponytail – there’s nothing dainty about this look.” The braids existed to add texture and volume to the hair but weren’t placed to be visible to the naked eye.

On his inspiration, Eugene said,

There’s no era - It’s timeless. I wanted it to feel like something quite new and lateral but not in a weird or Avant-Guard way. There’s something there that shouldn’t be there, but it actually works.

Get The Look:

To create this ‘new take on minimalism and texture’, Eugene used Wella’s EIMI styling range, choosing Cocktail Me, a heavy crafting oil and pairing it with both the lighter oil, Oil Spritz for shine and Ocean Spritz, for texture. “There’s a raw texture that’s combined in to something quite tight.”

Eugene then used the ghd Curve Creative Curl Wand to add movement to the look where required, focusing on adding kinks and bends to the hair to help frame the face. The ghd Platinum+ styler (£175) was used to create rigidity to the up-dos and add body where needed. Scraping hair back, Eugene used his fingers to pull the hair back in a loose and informal way and then secure with some added heat using the ghd Air Hairdryer.

Eugene championed agility and the ability to think visually, whilst micro braids and the tough attitude were key, there’s no ‘right’ way to create the look.

We’re working in a very visual way. There are no key steps. It’s about looking at what you have and working with that; being very, very free in your approach, as opposed to being overly technical. We’ve stumbled on something here that could evolve in to something else. I know there’s mileage here for something else.

This type of look is the beginning of something. You’ll see it again, evolved, but it’s a technique we’re keen to improve upon. - Eugene Souleiman

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