We’re intrigued by a quote from ghd Professional global education creative manager, Amy Sontae, working on the Newstalgia collection and the trend reveal by Adam Reed for AW20. She says: “In uncertain times, the past can have a powerful allure. We find security in looking back to move forward. Comfort is evoked by nostalgia, leaning on heritage to find solace. Our past is reimagined and mixed rather than made anew.” We couldn’t wait to see these photographs… and they don’t disappoint.
Retro influences
Blending a plethora of influences, UK brand ambassador for ghd, Adam Reed has released an alluring collection of imagery to bring inspiration as well as comfort from well-recognised moods and trends of the past. His wicked way with styling tools and products means he creates head-turning looks that are sensual and evocative. Steal a look, emulate his styling… we love it! From Debbie Harry to Kate Bush and Suzi Quatro; there are references we all adore, brought into the now by the use of modern styling tools.
Formed of eight styling-led looks, the collection takes key elements of heritage styles and brings them bang up to date through directional finishes, updated textures and – of course – the innovations and styling capabilities of ghd technology. Hair by Adam Reed • Photographer Claire Rothstein • Makeup artist Claudine Blythman • Stylist Ozzy Shah.
The ghd Trend Reveal is launched twice a year as an aspirational education piece, created predominantly to excite and inspire stylists with new techniques and innovative ways of working with the ghd portfolio of tools. Informed by fashion week trends, it’s a seasonal refresh that provides stylists with evolving ideas that can be adapted to clients as well as their creative work.
In the current climate, it’s perhaps more important than ever that salons and stylists can provide this kind of insight and point of difference to their clients. “It’s important that the hairdressers are inspired to look at a different way of working,” says Adam. “So that clients feel that they have something that is individual to them.”
YOU CAN SEEM MORE OF ADAM REED’S WORK AS HE WILL BE THE SPECIAL GUEST IN THE AUTUMN 2020 EDITION OF TRIBU-TE MAGAZINE
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