British professional hair-styling tool and brand ghd, has partnered with iconic British fashion designer Victoria Beckham to create 90s SLICKED GRUNGE. The hair trend inspired by 90s attitude was unveiled at the Victoria Beckham SS23 show in September in Paris.
In partnering with ghd, hair stylist Duffy and his team created a grungy, 90s inspired hair look full of attitude that is easy to recreate at home using the ghd and wetline products.
The hair look this season is celebrating the individuality and uniqueness of the girls rooted in 90s cool. ghd is my go-to styling brand, which is why we’ve partnered together for 6 seasons so far.
I always have the ghd unplugged in my handbag for touch ups when I’m on the go, and backstage at fashion week. I can rely on ghd to create versatile hair looks to celebrate the girl’s individual style” says Victoria Beckham
“The inspiration behind the look this season was to celebrate individuality rooted in 90s cool. Attitude played a huge part of the process with each girls’ individual strengths as the starting point for each style. It’s all about embracing natural texture and focusing on the silhouette rather than the detail,” says Duffy.
I started by using the ghd-bodyguard heat protect spray to protect and prep the hair. Not only does this help provide essential protection from any heat applied it also helps direct the hair away from the face.
I used the ghd helios professional hairdryer to dry the hair section by section hair, working to ensure the hair is directed to sit flat back against the head.
I used the ghd cordless straighter to put loose bends. We wanted to accentuate the natural movement to each girl’s characteristic curls and individual textures. Using unplugged enable us to create incredible, soft, delicate movement, as well as very vibrant voluminous textures to match each girl’s personality and style.
I finally finished the look with the ghd shiny ever after-final shine spray to create a sheen across the hair and heavily applied the ghd dramatic ending serum for a grungy wet-look finish that was iconic in the 90s.
What is the inspiration behind the hair look(s) today? Why was this the chosen look(s)? To celebrate individuality rooted in 90s cool.
How did you work with Victoria to create the hair look for the SS23 show?
Attitude played a huge part in the process. The girls’ individual strengths were the starting point for each style.
What ghd tools/product have been used and why have you chosen them?
I have used the ghd helios hairdryer, ghd unplugged cordless styler, ghd soft curl tong, ghd thin wand, bodyguard heat protection spray, smooth and finish serum and shiny ever after shine spray.
What are your top tips for re-creating this look at home?
Embrace your natural texture and enhance it using the best ghd tool for your hair type. Focus on the silhouette rather than the detail. Stick with bold simple choices.
What are the trends you see being big for Spring/Summer 2023? What’s your favourite trend of the season?
Strength, confidence and attitude are the big trends for SS23.
What has changed in the world of hair as we move towards being more open when it comes diversity in hair styles and textures?
Having grown up and worked in London from a very early age I was lucky enough to experience and be surrounded by a plethora of hair and its individual nuances.
What are your favourite tools by ghd and why?
The ghd unplugged cordless straightener is by far the best and a backstage essential. We wanted to accentuate the natural movement of each girl’s characteristic curls and individual textures. Using unplugged enabled us to create incredible soft, delicate movement as well as very vibrant voluminous textures to match each girl’s personality and style.
How did the look differ across different hair types & textures?
For the more extreme masculine looks we used the ghd platinum+™ smart straightener (R3700,00) to create a tougher, cleaner image. These looks were heavily worked with product, the ghd Dramatic Ending Serum (R350,00), to give an overall 90s grunge finish.
For girls with natural hair, we braided the hair and used a lot of ghd shiny ever after shine spray (R350,00) to give incredible shine. This created a really structured, strong silhouette.