Something

new is

  coming

Be the first to find out

By providing your email address you agree to our Privacy Policy.

   A NEW

 STANDARD

OF STYLING

All will be revealed February 2018

ghd x Eugene Souleiman:
Acne at PFW SS18

Go behind the scenes at Paris Fashion Week with ghd and Eugene Souleiman.

For SS18 Acne showcased a heightened collection of separates, each with a specific point of view; jackets; shirts; high waisted trousers; sheer dresses. Fabrics appeared simple but were often treated or embellished. Tones of acid optimism mixed with the shares of thrift. Satin shirts ran through the collection, emphasising the message of separates, their collars oversized and pointed. Cuban heel mules were a cowboy patchwork of leathers, while strappy heels had a feeling of old made new.

“I am always interested in what sits outside of fashion. It’s an attitude that is at the heart of Acne Studios, and this season I wanted to explore this outsider way of being. These are individual pieces that are as if found, characterful looks that are made for pleasure”
- Jonny Johansson, Acne Studios Creative Director

Acne - PFW SS18
Acne - PFW SS18

The casting of models and in return everything surrounding the show had the same “separate” feeling. Eugene Souleiman adopted an effortless yet considered approach to styling. Crafting the hair involved being sensitive to each individual models style to bring out their inner cool.

“The looks are really considered but there are lots of subtle nuances in the styling of the hair and the choice of the girls. To me it’s very French. Very effortless, not in the sense of it not having a style, but our approach to styling, the style is effortless.”

Here's how to create the New Natural look: 

Eugene didn’t create one look, he instead created a cool vibe which ran throughout and took inspiration from multiple sources; The Ramones, Tarantino films and the Pre-Raphaelites. Every model was treated as a “separate” and as such looks were varied depending on hair texture and style.

Eugene Souleiman spritzing EIMI Sugar Lift
Wella EIMI and ghd

step one: Start by removing frizz from ends of the hair by applying EIMI Perfect Me.

step two: Using a ghd ceramic vented radial brush and ghd air® hairdryer Eugene wrapped hair around the face using the curvature of the head as a guide to give it a nice bend and boyish shape, then deconstructed it giving a cooler feeling.

step three: To add more of an unkempt finish to the look, a spritz of EIMI Sugar Lift was applied over the top of the hair creating a cinematic feel and the impression the girls had really lived.

“As you can see, I created a nice round shape in the hair. I love the fact it looks a bit fly away and a bit messy. I further enhanced that by spraying a tiny bit of EIMI Sugar Lift around the hair and let it sink in for a minute and then gave it one more blast with the ghd Air Hair Dryer.” To give hair a considered, heavy feel, nuances in texture were added by spraying EIMI Sugar Lift to finish the look.

“For me it just feels cooler, I think cooler looks work really well for shows like this. Normally for Acne we have a more minimalist approach to hair but for this show it’s more about the lifestyle.”

Acne - PFW SS18
Acne at PFW SS'18

ACNE GALLERY:

MORE FROM SS18 FASHION WEEK

IF YOU DON'T ASK, YOU DON'T GET

Get the gift you really want by sending a not-so-subtle hint.

This year I would like the

limit 19 characters
limit 150 characters
*Nødvendig informasjon
They don't want to get the hint

Unfortunately, {0} doesn’t want to receive emails from ghd, so we cannot send them your hint. But don’t worry, here's a couple of ways to get what you want, including:

  1. Leave not-so-subtle hints with strategically placed magazines and the ghd adverts circled
  2. Share our social posts so they #getthehintdarling

YOU'VE SENT TOO MANY HINTS

Thank you for sending a not-so-subtle hint for the gift you want. Unfortunately, you have hit your limit for today, but come back tomorrow to make sure you get your most wanted ghd products.

THANKS {0}

Increase your chances of getting the gift you really want by sharing your hint on social.

Send more hints

Be sure to get your dream combo and send more hints.