As a PR maven, Mary has lent her passion for beauty to a wide range of brands before becoming the global head of PR for ghd.
Dear diary: Mary lets us in on backstage secrets from New York Fashion Week with ghd
Oct 10, 2017
Day 1: ghd travel to NYC
Early start for a morning flight from London to NYC. I’m hosting two UK journalists for NYFW so we all travel out to NYC together; Joely Walker, Elle UK Beauty Editor and Dominique Temple, GLAMOUR Beauty Editor.
Day 2: ghd blowouts + Jeremy Scott SS18 show
The journalists and I meet for breakfast and catch up on our plans for the day. First stop, ghd blowouts at Roman K Salon so that we can sport ghd hair looks for NYFW. Look 1 - loose beachy waves that were created using the popular ghd Curve Soft Curl Tong.
After the blowouts we head to the Jeremy Scott show where Eugene Souleiman, Wella Professionals Global Creative Director and ghd Fashion Week Ambassador, celebrated individuality and diversity with Techno Tails, Angelic Buns and Colored Accents.
Eugene said of the looks, “I wanted to create something wearable that’s unique to each model’s individual character. In the past we’ve created strong, conceptual looks that embrace the mood of the clothes and the statement Jeremy is making. This season the statement is, there is no statement. The hair is relaxed and beautiful. I want every girl to look in the mirror and like the way they look, then leave the show wearing the look.”
Backstage at the show I’m managing the ghd social media while talking with all of the journalists, ensuring they get face to face time with Eugene and are capturing enough content to be used in their fashion week round-up stories. Everyone’s in such a good mood. It’s a great show to be part of. The looks transcend the runway and everyone is having fun!
Day 3: Nail art + Alexander Wang SS18 show
The beauty journalists love the variety of nail shops in NYC, so I take them to a downtown spot that specializes in nail art. We all have a manicure ahead of the show.
At Alexander Wang, Guido Palau, a session stylist is creating the hair look using ghd tools. He said of his approach to hair for the show, “when considering natural hair, people tend to assume that the end result will be messy. That’s absolutely not the case.”
Reflecting the fashion industry’s current fascination with the individual, Guido worked with the models’ natural texture to create ‘lived-in’ hair with movement a-plenty. Hair lengths were gently bent around the ghd Classic Curl Tong to create natural movement, texture and idiosyncratic waves. “This look requires simply two tools, the ghd Air Hairdryer and ghd Classic Curl Tong. Great styling tools are essential for creating simple, modern textures” Guido said.
All the hottest names walked in the show including Kendall Jenner and Bella Hadid. But backstage everyone wanted to interview and photograph Kaia Gerber and Stella Lucia. Stella’s rose quartz hair color was especially of the moment! Kaia and Stella are definitely two names to watch in the fashion and beauty!
It was an amazing and jam packed couple of days in NYC! I love the energy of the city and always come away inspired.
Next stop, London Fashion Week where ghd is the exclusive hair sponsor for the Julien Macdonald show and Eugene will be using ghd at his London shows; Preen, Versus Versace and Tommy Hilfiger. I can’t wait to see new trends that will be created from LFW!