Trend queen Zoe Irwin has launched the AW19/20 ghd Trend Reveal; a distilled edit of looks, designed to inspire and educate you and your clients. Rather than providing salons with a carbon copy of catwalk looks, the Trend Reveal takes trending ideas and interprets them through the eyes of four key characters – four client types, that every salon will know and recognise. By identifying which of the four characters your client is, equips you with the knowledge and confidence required to interpret new season trends through a relevant, real-world lens – and give clients the looks they love.
This season, the overarching mood of the Trend Reveal is Mystic Queens; inspired by dark, ethereal fantasy and fusing romance and mysticism with a softly gothic mood. On the catwalks, this look was brought to life through the use of velvets, brocades and embroidery at Valentino, Alexander McQueen, Dries Van Noten, Prada, Erdem and Simone Rocha. On the high street, crystal jewellery prevails, stars, moons and horoscopes appear on embroidery and floor-length dresses in jewel tones with long sleeves and cape detailing are trending for the upcoming season.
Away from the catwalks, mysticism is becoming mainstream with crystal healing, meditation and tarot no longer viewed with quite the same dose of cynicism, as they provide an alternative option for security in increasingly uncertain times.
Meet the Queens
Queen of Cool
This is the client who is happy to stand out from the crowd and try something new. She’s edgy, aware and loves look-at-me style. Combining vintage finds, designer drops and pieces from indie Instagram brands, she’s defiant and proud to be different. The season’s key look is Irregular Texture; a quirky wave that’s flat on top with diverse texture – but still lean and flattering. The alternative look is Spun Hold; a seriously cool up-do that allows hairdressers to flex their technical skills, with an advanced braiding technique that requires four pairs of hands.
Queen of Chic
Always pristine, this is the client who loves the classics and aspires to Meghan Markle levels of effortless elegance. Her love of polished chic doesn’t mean she’s not open to trends; they just need to be filtered through her personal desire for a flawless finish. This season it’s all about DNA Dynasty; a chic take on the social media sensation that is the DNA wave. It’s a very formed, sculpted look that’s all about shine and elegance. The updo variant on this trend is Pony Club; a groomed, dressed ponytail at the nape of the neck with volume in the crown and softly curled face-framing tendrils.
She’s the client that’s always in Zara and happily transforms her entire look each season to reflect the trends – Queen Striver loves the high street and embraces the challenge of taking on a new aesthetic every few weeks, making her the salon’s dream client. This season, she’s taking on the Effortlessly Ethereal trend; a loose wave with soft texture that kicks out for a youthful, relaxed feel. Worn up, the Back Knot is a loose take on an updo with a soft knot and a relaxed silhouette – ideal for shorter hair, too.
Doing it for the likes, the Instagram girl loves statement looks that stand out as you scroll and make her the star of Stories. Her carefully-curated feed is envy inducing, and while she knows her stape styles (and her angles) she’s also keen to try anything new that will make an impact on the ‘Gram. This season, it’s all about Crafted Curls. Big, beautiful, pulled-out curls with a flattering swoosh, this style is uber-sexy but still super-cool. The updo alternative is the Cross Braid, featuring different braid techniques combined in an updo. Decidedly non-festival, this look combines dressing with braiding for an evening glam look.
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