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Guide to the Season

A guide to the looks of Spring/Summer '18

From New York to London and on to Milan and Paris, the world’s biggest backstage hairstylists were this season united in their mission to craft and celebrate beauty in a vast array of forms.

The result? A diverse, feminine and vital vision for SS18 hair, and a clear message that there is not one, but multiple ways to be the best you.

3 beauty lessons we learned...

1. Glossiness can equal greatness…

As seen at: Julien Macdonald, Byblos Milano and Bottega Veneta

Luxe, lustrous power-blowouts are back. In contrast to big and bouncy iterations of seasons past, this season they are sleek, silky and streamlined.

2. But sometimes it’s good to come undone…

As seen at: Tommy Hilfiger, Jeremy Scott, Versace, Preen By Thornton Bregazzi, and Acne

Far from being considered undone or messy; raw, lived-in textures are revitalised and celebrated as never before. Showcasing women at their most comfortable and cool, they prove that imperfectly perfect is real!

3. A little intricate fantasy and embellishment goes a long way…

As seen at: Thom Browne and Byblos Milano

Evocative inspirations and excellent craftsmanship make for truly inspiring, unapologetic, and otherworldly visions of hair. The time to experiment and explore new textures, shapes, and colours is now!

Meet the Stylists

Adam Reed

ghd global brand ambassador

Backstage hair hero: ghd gold® styler

"The thing I love most about ghd gold® is that it has made things so easy. It’s the perfect tool to eliminate any last frizz or kinks and create movement and texture with ultimate shine and gloss!"

Eugene Souleiman

ghd fashion week ambassador

Backstage hair hero: ghd gold® styler

"The ghd gold® styler is ergonomic, fits into your hand beautifully, and has a nice width for straightening all lengths; whether you have a fringe, bob, or even longer hair."

guido Palau

session stylist

Backstage hair hero: ghd curve® classic curl tong

"Embrace movement and enhance natural texture this season with the ghd curve® classic curl tong to create ‘lived-in’ hair with movement a-plenty."

Adrian Clarke

session stylist

Backstage hair hero:

"Give your look a straight, smooth finish with the help of the ghd air® hairdryer."

Backstage Hair Heroes

This season’s clear vision of the transformative power of beauty, combined with women’s inherent desire and ability to change, is accompanied by a message that we are only as good as our tools – and indeed; that healthy hair is key.


Meet the ghd gold® styler; a pro tool proven to deliver sleeker, smoother & healthier looking hair*. Featuring new dualzone technology and a modernised design for an enhanced, snag-free experience and better styling than ever before.

With movement and shine high on the new season hair agenda, ghd gold® became an instant kit bag hero.

The new ghd gold® styler was put through its paces backstage at New York, London, Paris, and Milan Fashion Week for SS18; creating heads of catwalk-ready hair in minutes.

"The ghd gold® styler glides through the hair, delivering a constant safer-for-hair heat of 185 degrees to ensure hair is perfectly styled, but is not damaged.” – Adam Reed

Dual-zone technology: 2 heat sensors instead of 1, controls the optimum heat from root to tip for smoother, sleeker everyday styles*

185 degrees: maintain a continuous heat of 185° which is the optimum temperature to achieve the most benefit in the fewest strokes

Smooth, contoured floating plates: glide through hair for quick, frizz-free styling and enhanced salon shine

The NEW ghd gold® styler will be launching February 2018, sign up to gain exclusive access to this new product.

*In a test of 128 consumers, significantly more consumers agreed that ghd gold® was better than ghd V styler for leaving hair sleeker, smoother, shinier and healthier looking. **In a survey of 101 women 84% preferred ghd gold® to their current styler.

ghd air® hairdryer

Developed in conjunction with professional styling experts, ghd air® is designed to help unlock the secret to a gorgeous salon blow-dry. Featuring a powerful professional motor and advanced ionic technology, it delivers exceptionally fast drying and styling whilst helping to reduce frizz; leaving hair feeling soft and silky.

“Great styling tools are essential for creating simple, modern textures.” - Guido

Get the look: blurred lines

byblos milano by adrian clarke at MFW ss18

"Manuel at Byblos Milano studied martial arts films, like Crouching Tiger Hidden Dragon, Memoirs of a Geisha and Kill Bill and liked that the female leads in these films were strong women. With this in mind, he wanted to create a look that had the strength and discipline of martial arts, but was simultaneously very feminine. This woman enjoys the ritual of getting ready." – Adrian Clark

The collection represented a female spirit split in two. The samurai part brings out her determination and strength - the geisha, her hyper-feminine side.

Adrian Clark stencilled stripes of coloured pigment onto the blow-dried lengths of hair to achieve this effect:

"Manuel wanted the look of the hair to mirror the clean lines of the clothes and their prints, which break and transform as they are worn. Mirroring the fabric, the solid lines of pigment on the hair break apart when the hair moves." – Adrian Clark


1. Create a precise centre part, before blowdrying hair with the ghd air® hairdryer.

2. Run the ghd gold® styler over hair lengths to ensure a smooth, exacting finish.

3. Apply masking tape horizontally from shoulder to shoulder, leaving a 2cm space between the strips.

4. Paint clear hair gel onto the hair in this space.

5. Mix solid coloured pigments with gel to form ‘hair paint’ and apply it to the same areas, creating two clean, graphic lines from shoulder to shoulder.

6. Dry and fix the colour with the with the ghd air® hairdryer and remove the tape to complete the look.



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