ghd and Victoria Beckham create lived-in luxe trend

We loved the collaboration between ghd and iconic British fashion designer Victoria Beckham for LFW AW21. The result of it was the ‘lived-in luxe’ trend; inspired by the 90s and unveiled at the Victoria Beckham AW21 digital presentation on Saturday 13th February.

With another season of restrictions taking place, the digital presentation of Victoria Beckham AW21 was definitely our weekend’s highlight. In partnership with ghd, session stylist Anthony Turner and his team worked, masked-up, to create a 90’s inspired hair.

“This season is our second created in lockdown – we’re good at it now! As much as the collection reflects that, there’s still that sense of surprise and magic that comes with a runway show. There’s a lot of very wearable pieces; denim, knitwear, slouchy tailoring, but there’s unexpected elements too, a little nod to the 90s and a real sense of luxury. Now, more than ever women are dressing for themselves, and that’s something I find really inspiring, and exciting” says Victoria Beckham.

As seen on the catwalk, the 90s revival is here to stay. Think blunt fringes, heavy cuts and lived-in texture but with the healthy, luxe feel.  It’s hair realness, with a twist; a lived-in luxe feel.

”Overall, it had to be very natural looking and healthy looking, with incredible shine. Of course, the times we’re living in have definitely changed attitudes when it comes to hair and beauty. It’s a little more relaxed, there’s a sense of ease of wearability. It’s worn in but still done. We still wanted it to feel like something special, even if it is the sort of look you could achieve yourself. Working with ghd backstage and using the heat protection styling products and the platinum+ styler allowed Anthony and his team to create the look I wanted. We celebrated individual girls and their characters, and there was no better way to do that than with Anthony Turner and ghd’’ says Victoria Beckham.

Create the lived-in luxe look

“The inspiration behind the look is really about celebrating the girl’s individuality by looking at their hair and not really changing it too much. It’s a very easy and doable look” says Anthony Turner. He shows you how to create the lived-in luxe look in three ghd steps:

1. I combined two new ghd heat protection styling products to protect and prep the hair and create the perfect texture; the ghd pick me up root lift spray and the ghd bodyguard heat protect spray. The ghd bodyguard spray gives great heat
   protection and ensures the hair doesn’t get damaged. The ghd pick me up spray gives that worn in texture. 
2. I used the ghd helios professional hairdryer to dry the styling products into the hair and give the hair a shiny finish overall.
3. I used the ghd platinum+ styler, which is such a versatile tool, to add a bend in the hair and give it a little bit of texture, yet still with a healthy shine. I didn’t use the styler to smooth the hair, but instead to give it a little bit
   of a wave and to promote natural movement.