Ghd introduces guide to the season aw 2014

ghd hosted a tea party with creative directors Sam McKnight, Zoe Irwin and Kenna to introduce its Guide to the Season AW 2014, showcasing key hair trends and product developments for the months ahead. The afternoon started with creative director Zoe Irwin sharing her favourite shows from the season and, in keeping with her title as Queen of the Blow-Dry, expert advice on just how to achieve that big and bouncy look. As with skincare, Zoe advised that clients need to reconsider how and where they apply product and to dry hair to 90% before attempting to style. Next up was creative director Kenna, who shared some of the looks he created backstage at London Fashion Week. His favourite shows? Felder Felder and Zoe Jordan. For all of the shows he worked on, the overwhelming mood was one of imperfection; a personalised take on a look with less of an identikit feel. Finally, global creative director Sam McKnight shared more about the shows he'd worked on for the season - including Vivienne Westwood and DSquared2. He also talked about his life working backstage - and as Kate Moss's mane man. He revealed that his most-used product was hairspray for its versatility and that when recruiting a session team, he looked for stylists that were keen, available, flexible and not lazy; no shirking responsibility when it comes to packing up bags after a long day at a shoot.