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ghd CELEBRATE THEIR

S/S 2021TREND REVEAL,

DIGI CONNECT.

After a year in which most of us spent the majority of our time
communicating through screens, ghd is celebrating a return to the (new)

normal with their Spring/Summer 2021 Trend Reveal,Digi-Connect.

Inspired by the diversity and global view of online beauty, the collection

was created in collaboration with ghd UK Trade Education Ambassador,

James Earnshaw. The finished looks combine his trademark sexy,
touchable texture with stylised silhouettes and enhanced finishes which

reflect the exaggerated elements of digital life. “Our new normal is

digital; it’s the contemporary language,” says global education creative
manager, Amy Sontae. “Interaction is made through virtual platforms as

regulations on our face-toface contact is limited and, in this new digital

landscape, natural aesthetics can be stylised and altered. Illusory textures,

high-definition shine and heightened silhouettes all push the boundaries
of beauty, to create a fictitious reality. In our SS21 Trend Reveal

collection, James has created thumb-pausing, hyper-natural content that

challenges reality.”

The collection also puts a focus on the craft of hairdressing, with eight

trends, all built around fashion inspired techniques to learn, love and

implement in the real-life appointments that clients have missed so much.

Hair James Earnshaw
Creative Concept Amy Sontae

Photography Claire Rothstein

Makeup Meg Lindow
Stylist Ozzy Shah