ghd x Preen AW19 at London Fashion Week

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Preen’s AW19 collection was eclectic, vibrant and full of life; a simultaneous celebration of colour, pattern, and fabric that perfectly conveyed the array of cultural influences that inspired them. 

Preen’s inspiration for the collection began with an interest in the history of dance within the British Isles and the way that dance is able to unite communities. This took them on a journey of nostalgia, calling up memories of music and nights spent in the Hacienda nightclub, which served as the creative catalyst for the collection. 

As an ode to the British Isles, the collection included traditional Welsh and Irish woven textiles, tartans, and tapestry jacquards as statement fabrics. 

Florals are given a modern makeover with glitter prints and pleating. Earth tones ran through the entire collection, harking back to the roots of the garment. 

The hair looks crafted by ghd fashion week ambassador, Eugene Souleiman, was a perfect translation of these themes, using texture, movement, and raw, natural beauty to convey the love of historical British dance that inspired Preen.  

Textural bobs and ponytails were made even chicer through wispy pin curls at the temples and nape of the neck—the effect of which is feminine, artfully nuanced and perfectly imperfect. These looks were curated to represent the strength and refinement of the Preen woman; a woman who, in Eugene’s own words, is “beautiful, sophisticated and tough” all at the same time. 

KEY TECHNIQUES  

For the ponytails, Eugene generously spritzed Wella Professionals EIMI Root Shoot to lift the hair at the roots and prepare the hair for styling with the ghd curve classic curl tong. Hair was then brushed back roughly, to encourage volume and movement at the hairline.  

Next, Eugene added texture into the front sections, using the ghd curve classic curl tong—ensuring each section was the same width as the curler. Curling from the root with the ends left out of the tongs slightly to loosen the curls along the lengths.  

Eugene said: “The whole point is to be relaxed when styling. It feels like you’re not doing a lot when you curl the hair, but when you pull all the hair back, you’ll be surprised at how strong the look is.”  

No brush or comb was used to form the ponytail. Instead, the hair was scrapped back roughly with the fingers, creating a messy medley of texture. 

Wella Professionals EIMI Dry Me was then sprayed to loosen up the roots and dry out any oils, before hair was secured in a ponytail just above the nape of the neck, to give an elegant feel and ensure that baby hair on the nape are visible.   

The look was finished with pin curls that sit at the temples and nape of the neck. These were the definitive detail that joins the ponytail and bob styles together and giving what Eugene called an “artful nuance” to otherwise minimal looks. A very small tendril of hair was twisted around a hairpin and secured with Wella Professionals EIMI Dynamic Fix, before being unravelled and fixed in place with a ghd air hairdryer and diffuser. 

Each look was constructed by Eugene with “movement and an organic feel” in mind, making each an artful balance of natural, unpolished beauty and refined catwalk perfection. “The key is to be as easy as you can with them. If you overwork the style, it will look overworked and even tortured. This is a look that is minimal but special, with subtle nuances and softness. The hair should feel touchable—it is not stuck in place just for look’s sake… and though it feels contained, there is so much life to it.”