Healthy hair and smooth texture become the definitive catwalk hair trend for AW24, as seen at Victoria Beckham
Wella Professionals and ghd partner with Victoria Beckham at her AW24 show at Paris Fashion Week.
Paris, March 1st, 2024 - Wella Company brands Wella Professionals and ghd partnered with Victoria Beckham for her AW24 show at Paris Fashion Week to create the ultimate glossy and luxurious hair look. The perfect haircare duo, Wella Professionals and ghd worked with legendary lead hairstylist Anthony Turner to unveil next season’s iconic hair look.
Healthy hair was the buzzword backstage at Victoria Beckham, with an emphasis on strong and shiny hair. This season Beckham sought hair that has a beautiful silk texture, opting for a smooth low pony with a sharp centre parting.
The secret to the look was combining silky the revolutionary Wella Professionals ULTIMATE REPAIR range with the game-changing new ghd chronos styler. While the new ghd chronos styler, the latest beauty-tech innovation by ghd, delivers 3x faster* styling for HD results that last 24 hours, saving precious time backstage while creating flawless, glossy hair on all hair types, the Wella Professionals ULTIMATE REPAIR collection showcases a lightning-fast treatment with patented technology that repairs hair damage in seconds, for stronger, smoother and shinier hair.
The new, game-changing Wella Professionals ULTIMATE REPAIR delivers fast* inside-out repair that strengthens, smoothens, and adds shine to damaged hair, creating refined, elegant hair synonymous with Victoria Beckham’s brand of self-confident luxury. Wella Professionals ULTIMATE REPAIR rebuilds bonds inside the hair and replenishes hair outside, delivering 99% less breakage*** and 12x smoother*** hair. Making this haircare regime the perfect partner for Victoria Beckham’s AW24 show.
The holy grail of hair styling, the new ghd chronos uses an intelligent algorithm to identify how the tool is being used, to optimize heat and power delivery for ultimate performance, delivering up to 3x faster* styling and up to 85% more shine†, no extreme heat damage† †, 2x less frizz††† and up to 3x more breakage protection**. This technology identifies the users' styling motions and reacts by delivering the right amount of power into the plates to maintain the optimum temperature of 185°C to a new ‘higher level’ of precision. Better heat consistency delivers superior results, whether straightening or curling, styling fast or slow, or taking small or large sections, with ghd chronos you can create high-definition styles in just one stroke.
Victoria Beckham said: “We played with proportions in the collection this season, so I wanted the hair to play into those same beautiful contrasts. We went with a sleek, sharp pony that is gorgeously silk-soft in texture which was achieved with the Wella Professionals Ultimate Repair range and the new ghd Chronos Styler for effortless polished and healthy hair. ghd is always my go-to for sleek, straight hair - there's no other tool that can create that perfect silk texture finish.”
Lead hairstylist Anthony Turner said, “I love Victoria and we spoke at length about the texture of the hair primarily. Should it look messy? Wet? Sleek and chic? We tried lots of variations, but Victoria loved the silk-textured hair look we saw today. For this to be achieved, I use Wella Professionals Ultimate Repair which helps me to ensure that I’m delivering 99% less damage to the models’ hair as I’m smoothing it out. The ghd Chronos Styler is my go-to for smoothing hair quickly - it delivers incredible performance backstage being 3 times faster* for the ultimate Victoria Beckham smooth, sleek results that I need.”
Follow Anthony’s step by step to creating the hair seen at Victoria Beckham AW24:
Step 1
Using the Wella Professionals Extra Firm Styling Mousse and the Wella Ultimate Repair on damp hair and comb into a strong centre part using the ghd Tail Comb. The Mousse gives me hold and protects from heat damage and the Ultimate Repair helps me to ensure that I’m delivering 99% less damage to the model’s hair as I’m smoothing it out. Wella Ultimate Repair also re-builds bonds which, after a hectic few weeks backstage at shows, models are so thankful for.
Step 2
Then we use the ghd Helios Hairdryer to smooth out the hair from root to ends.
Step 3
Once hair is dry, I use the ghd Chronos Styler in sections, working up to the top of the head smoothing the hair from roots to ends. The ghd Chronos delivers ultimate performance backstage and is 3 times faster* at delivering the ultimate Victoria Beckham smooth, sleek results that I need. This is such a benefit when working on a fashion show as time is not on our side!
Step 4
Once the hair is smooth, we secure into a low ponytail at the nape using elastic and finish using the Wella Professionals Mistify Me Hairspray and the ghd The Dressing Oval Dressing Brush which has soft bristles to tidy up any fly-aways.
About Wella Company
Wella Company is an innovative global leader in the beauty industry that combines 140+ years of earned wisdom and industry experience with the momentum of a newly minted independent entity. Now marking 2.5 years as a standalone company, Wella Company is one of the fastest-growing beauty companies in the sector. The company has a portfolio of iconic professional and retail hair, nail, and beauty tech brands including Wella Professionals, O·P·I, ghd, Briogeo, Nioxin, Sebastian Professional, and Clairol. The company serves legions of artists and owners across the professional hair and nail community in more than 100 countries. Each day, a diverse community of more than 91 million beauty lovers and industry professionals, social influencers, ambassadors, followers, employees, and customers engage with and are impacted by Wella Company products across the globe. With the belief that business can be a catalyst for positive change, Wella Company acts to enable people, organizations, and societies to collectively prosper. Environmental, Social, and Governance (ESG) is at the core of Wella Company’s purpose-led agenda. Sustainability and Diversity, Equity and Inclusion are fundamental to who we are, how we operate and how we support the industry and communities we serve. Wella Company is building the best beauty company in the industry, ensuring that when the industry thrives, we thrive. And as we make progress on our agenda to care for our planet and leave a positive impact on society, we will become a champion for change whose legacy will be worthy of our iconic history. For more information on Wella Company, visit www.wellacompany.com and follow us on LinkedIn and Instagram.
***When using Ultimate Repair Step 3. Versus non conditioning shampoo.
*Vs. ghd original. Results measured by shine on brunette hair compared to naturally dried, lab test.
**Consumer testing, Jan’21. 86% of 142 consumers agreed their hair lasted 24 hours after styling.
***Vs. competitor styler working at 235°C.
†Technical test in a lab on brunette hair, measured vs. naturally dried hair.
††Extreme heat damage is a fractional wet tensile strength reduction per cycle above 0.005, measured over at least 100 cycles on brown Caucasian hair (a "Strength Reduction").
†††Technical test in a lab on frizzy hair, vs. naturally dried hair.