Ghd turns to S&M for Fashion Week pop-up

Hair styling brand Ghd has announced details of its London Fashion Week pop-up, which has been dubbed the Sleek and Movement (S&M) studio.

Guests will be able to have their hair styled by a Ghd expert (Andrew O’Toole)
Guests will be able to have their hair styled by a Ghd expert (Andrew O’Toole)

S&M has inspired the experience in more than just its name. The studio will be adorned with black interiors, gold furniture, a styling ‘tool wall’ and keyholes that guests can peek through.

The pop-up will feature two sections, a social lounge and styling studio. Consumers will be able to book a ticket via event app YPlan to gain entry to get their hair coiffed by an expert Ghd stylist.

Guests will be able to choose between two style menus – sleek or movement. They will also receive a complimentary S&M beverage.

A media lounge will also be located within the studio, where London Fashion Week attendees will be able to recharge their batteries between the shows.

Devries Slam and The Persuaders have devised the Ghd S&M Studio to showcase hair trends for spring/summer 2016. It will be open for five days from 18 September at Dean Street in Soho. 

More: Ghd celebrates Aura launch with beauty exhibition

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