Digi-Connect: ghd’s SS2021 Trend Reveal!

Digi-Connect: ghd's SS2021 Trend Reveal!

ghd is delighted to celebrate its optimism for a return to the (new) normal with its Spring/Summer 2021 Trend Reveal, Digi-Connect.

Inspired by the diversity and global view of online beauty, the collection was created in collaboration with ghd UK Trade Education Ambassador, James Earnshaw. The finished looks combine his trademark sexy, touchable texture with stylised silhouettes and enhanced finishes which reflect the exaggerated elements of digital life.

“Our new normal is digital; it’s the contemporary language,” says global education creative manager, Amy Sontae. “Interaction is made through virtual platforms as regulations on our face-to- face contact is limited and, in this new digital landscape, natural aesthetics can be stylised and altered. Illusory textures, high-definition shine and heightened silhouettes all push the boundaries of beauty, to create a fictitious reality. In our SS21 Trend Reveal collection, James has created thumb-pausing, hyper-natural content that challenges reality.”

SUPERMODEL WAVES Pump up the volume with an oversized, luxe shape that’s all about healthy, sexy hair. Crafted with the ghd classic curl tong for a fresh take on a classic blow-out. 

SNATCHED PONY Bring the glam with a high pony, softened with a super-youthful bouncy, waved finish. Create those ultra-soft face-frames using the ghd classic curl tong. 

70s LUXE Elevated 70s waves are shaped with the ghd platinum+ for a tousled silhouette inspired by the undone glam seen at Dolce & Gabbana and Balmain and inspired by Talitha Getty and Jerry Hall. 

SEXY KNOT Upgrade that lockdown topknot with a loose braided silhouette, kept glam with soft volume created with the ghd helios. 

CURL EMBRACE The natural hair movement continues to pick up pace, so maximise those curls with a voluminous, defined shape enhanced with the ghd helios and diffuser. 

NATURALLY PINNED Make nature texture the star of an undone updo, that’s built around volume and defined, spiralling curls. 

PRADSPO Prada is always the show for models to debut trend-making cuts, and this season was all about the bob. This look uses the ghd platinum+ to sculpt a 70s inspired rounded shape, with face-framing detail. 

SIDE HUSTLE In a season where beauty trends were all about making an impact on screen, the intriguing up-do is a star player. This look combines a sleek side part with contrasting texture for unexpected detail. 


Hair: James Earnshaw
Creative Concept: Amy Sontae
Photography: Claire Rothstein
Make-up Meg Lindow
Stylist Ozzy Shah