The trend cycle is operating faster than ever thanks to a wealth of digital outlets, seemingly endless inspiration just a scroll away, and a post-pandemic ‘anything goes’ approach to style. For salons, this means even more opportunities to get creative and produce truly bespoke results for each client.

Stylethentic

Helping hairdressers navigate this exciting new landscape, ghd global brand ambassador Zoë Irwin recently hosted an educational livestream, showcasing her Spring/Summer 2022 Trend Reveal collection: Stylethentic. Hosted by ghd head of education, Janine Jennings, the digital session brought to life four of the collection’s eight looks, focussing on key techniques, silhouettes, and finishes that maximise the potential of ghd tools, for enhanced service options and retail opportunities.

Pick-And-Mix

“We’re breaking the boundaries of styling with this collection,” said Janine. “These looks are all about a pick-and-mix approach to trends, and adding a bespoke edge for your clients. These are wearable versions of the styles your clients are seeing on social media, and want to achieve themselves.”

The Looks

Over the hour-long stream, Zoë demonstrated four diverse looks, sharing the stories behind the trends and divulging all of her tips, tricks and techniques. “People haven’t been in a salon for a long time,” she said. “So I find that clients are really appreciating these looks and the return to the craft of hairdressing. We’re giving them something they can’t do themselves at home, but also educating them so they can still achieve an element of the look.”

Look 1: Contour Couture

Inspired by hair at Bottega Veneta and Balmain, this high-fashion shape is all about the silhouette. “Silhouette and structure are why I got into hairdressing,” explained Zoë, “Which is why I wanted to include this look in the collection.”

The key products for this look were ghd bodyguard heat protect spray for lightweight hydration and the ghd helios and comb attachment to stretch out the hair around the hairline and create the desired shape.

Zoë’s top tip for the look was using a fishnet stocking in combination with the helios and diffuser attachment to set the style. “This is a great way to allow the product to get through to the hair, while drying and setting the shape at the same time. A traditional setting net is also great if you’re on your own, but this technique is good when you have a spare pair of hands because you can really get the tension, then step back and look and fine-tune the shape.”

Look 2: Vixen Volume

As the queen of the blow-dry, Zoë’s collection naturally included a big, bouncy look. “This soft technique is great for all of your clients,” she explained, “but the fashion update means the hair is worn very forward. She’s had a blow-dry but then she’s gone out and had fun – these little details are what make it a trend look, not just a blow-dry.”

The key products for this look were ghd pick me up root lift spray pressed in at the roots for volume and ghd dramatic ending smooth & finish serum through the ends to hydrate and allow the brush to glide through while blow-drying.

Zoë’s top tip for the look was allowing each section to fully cool before pinning. “Taking each section from warm to cold and sealing it in by fast freezing it, rather than leaving the cooling to happen naturally, makes the volume last much longer.”

Once set, hair was teased with the ghd oval dressing brush to achieve a soft, light, diffused volume. “Really prepping with product at the roots is key to this look,” said Zoë. “It means when you come to tease, the volume is locked in.”

Look 3: Supermodel Slickback

As spotted at Balmain and Richard Quinn, this super-flattering look is all about achieving a wet-look gloss around the hairline. “In a time of social media beauty, the detail around the front is really important,” explained Zoë.

The key products for this look were ghd pick me up root lift spray, worked through section by section with a saturated application on the roots and a lighter mist through the ends. To achieve the kinked wave in the hair, Zoë used the ghd platinum+ and a rocking movement for a texture she described as “random, but very definite.”

Zoë’s top tip for the look was mixing ghd body goals total volume foam and ghd dramatic ending smooth & finish serum in a tint bowl – perfect for bringing a bit of theatre to the salon. Applied with a tint brush and combed through, this method allows for extra saturation at the hairline and a true wet-look finish. The mix was then dried in with a nozzle and comb to create a definite, raked-back texture.

Look 4: Luxe Liquid Waves

As spotted at Simone Rocha and popularised by Megan Fox and Kim Kardashian, these languid long waves are one of the season’s key trends. “The 90s are stronger than ever, but it’s a bit more grungy now,” explained Zoë . “This hair is key to that; the texture is almost like it’s not been washed for a few days, but it’s still glossy and premium.”

The key products for this look were ghd curly ever after curl hold spray for hydration, shine and lasting curl memory, and the ghd platinum+ for shine. It’s Zoë’s choice for lasting texture, which is crucial when working with small details. To create the liquid wave formation, Zoë used a soft rocking movement, looking at each section and rotating the next in a different way for a personalised texture.

Zoë’s top tip for the look was layering products for a lacquer-look shine. Hair was sprayed all over with ghd perfect ending final fix hairspray, with ghd shiny ever after final shine spray then layered on with a soft neck brush to create shine where the light hits. “It’s important with styles like this that you communicate what you’re doing and why, explained Zoë.” It will feel different for your client, so you need to advise them not only on what you’re applying and why, but how to remove the product too.”

For more info on the brand and products used, visit ghd hair here.