Join ghd behind the scenes at London Fashion Week and discover House of Holland's SS20 collection, with hair styled by ghd global ambassador Adam Reed.


House of Holland SS20 collection ‘Dance the Pain Away’ took inspiration from the 1970s disco movement, mashed with rave culture of the 1990s – the collection speaks to the pleasure seekers, the heavy hitters, and the dance floor fillers.

With bright neon limes, pastel pinks and splashes of cobalt blue, the attention seeking look took the form of layered active wear, sharp tailoring, pleating, denim with a mix of monochrome through to rainbow lurex. Textures and fabrics are central to the collection, which ghd global hair ambassador Adam Reed, was excited to bring through into the hair look.

Henry Holland says of the collaboration with ghdI’m really excited to be working with Adam Reed who worked on my first ever show, and the ghd team this fashion week. I am an avid user of ghd appliances every day and I love the versatility they give us when creating the look for the catwalk. Literally anything is possible."


ghd global ambassador Adam Reed was inspired by the attitude and textures of the SS20 collection, creating a look centred around playful hair with a narrow silhouette. Set off with a strong centre parting, the hero look ‘playful texture’ exuded a new Reluxe movement – hair that is relaxed luxury; totally lived in but with a luxury edge and finish. Each model’s texture was played up or down allowing for a stand-out finish whilst remaining as one collection – small adjustments to the texture ensured individuality. A look that suits every face shape, length and hair shade.

Get the Look:

Begin by defining a strong, clean centre parting using the ghd detangling comb and prep the hair to create a smooth finish either side of the parting using the ghd platinum+ styler.

To create the ‘relux’ finish take random lengths of hair and lightly tong with the ghd curve® soft curl tong, allowing ends to fall loosely and un-uniformed.

Tease the hair to finish as desired, dial up texture at the parting by teasing with fingers or opt for a sleek finish by tucking hair behind the ears and securing with grips.



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