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ghd Merges Consumer With Tribal For Witchery SS16

No matter how Safari-chic a Witchery collection may be (think tassels, pieces and layering), its complementary beauty offering can never go full tribal, and ghd Hair Director Alan White explains why.

“If we did something for witchery that was full tribal, no one would get it, they would go ‘how does that work for us when we’re jumping off the bus at Surry Hills?’ it could, but in general it won’t,” he shared.

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The answer for ghd and Witchery Beauty in styling the brand’s SS16 show was merging this tribal aesthetic with Witchery’s trademark consumer look – beautiful tribalism, if you will. Hero tools the ghd aura and ghd platinum, combined with hero products, Total Volume Foam and Split End Therapy, were used to pull the hair back in two separate looks, finishing in a looped ponytail, with that requisite ghd polish.

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Alan White

“The idea for the girls is to be able to walk down the runway with loose hair, but with that shine, which means it’s uptown cool as opposed to downtown,” Alan shared. “Downtown has texture; uptown has more polish and shine, and a bit more luxury.”

While one look took the looped ponytail into an otherwise down, more natural style and the other was looped twice in an even more tribal aesthetic, both began with the same pulled back starting point, for both conceptual and practical reasons.

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“What we found was that when we had too much hair around the face you couldn’t see the makeup,” Alan said. “In order for Witchery to go on with their journey this season and make a statement, we need to see that tribal element, so we need to expose the eyes, because that’s where all the information is.” This makeup look, achieved by Witchery Beauty, was centred on lines of various magnitudes drawn around the eye, a powerful statement coming down the runway.

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Directional, strong and as tribal as Witchery’s clients would go, Alan White and ghd captured the essence of the brand – fierce but feminine and ultimately wearable. VIPs watched the Witchery SS16 fashion show last week at Carriageworks, coming away with many outfits – and two very cool hair looks – to add to their own style.

For more information visit ghdhair.com/au

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