Preen AW19

Preen at London Fashion Week AW19

Lauren ghd: always a good news story

Preen AW19Preen’s AW19 collection was eclectic, vibrant and full of life. A simultaneous celebration of color, pattern and fabric, if you will, that perfectly conveys the array of cultural influences that inspired them. Beautiful huh?


Inspiration for the collection began with an interest in the history of dance within the British Isles, and the way that dance is able to unite communities, bringing joy as well as release. This took them on a journey of nostalgia, calling up memories of music and nights spent in the effervescent Hacienda nightclub. This worked as the creative catalyst for their energetic collection.

Master craftsman

The look crafted for the collection by ghd fashion week ambassador, Eugene Souleiman, was a perfect translation of these themes. He used texture, movement and raw, natural beauty to convey the love of historical British dance that inspired Preen. Textural bobs and ponytails were made even more chic through wispy pin curls at the temples and nape of the neck – the effect of which is feminine, artfully nuanced and perfectly imperfect. These looks were curated to represent the strength and refinement of the Preen woman. A woman who Eugene’s describes as, “beautiful, sophisticated and tough, all at the same time.”

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