21 July 2024

Perfectly Imperfect Texture by Eugene Souleiman

ghd has partnered with hair stylist, Eugene Souleiman to create Perfectly Imperfect Texture for the iconic British fashion designer Stella McCartney, as seen on the Stella McCartney AW22 Fashion Week catwalk in Paris. 

Perfectly Imperfect Texture

The Stella McCartney Winter 2022 collection celebrated iconic American artist Frank Stella; one of the most important painters and sculptors of his generation. Introduced as Stella by Stella, the Centre Pompidou set the stage for this cohesion of art and fashion.

The collection reflected Stella woman who are both creators and collectors – turning pragmatic staples into effortless wearable art. In partnership with ghd, Eugene Souleiman and his team worked to create a ‘perfectly imperfect’ textured hair look, inspired by the everyday ‘Stella McCartney woman’ who heroes individuality and working with their own natural textures.


This season’s trend champions individuality and feeling good in your own skin,” comments Eugene Souleiman. “We wanted to create hair that resembles the sexy and confident Stella McCartney woman. Perfectly imperfect texture works with the girls natural hair, which is then enhanced using ghd’s products. The hair has a sense of integrity, mystery and lustfulness about it”.

“I loved the effortlessly natural look ghd’s tools created for my STELLA BY STELLA runway show,” adds Stella McCartney. “This truly encapsulated the attitude of our Stella woman and paired with our Winter 2022 collection’s artistic perspective.”


PREP “To achieve the look today we prepped the hair with ghd bodyguard heat protect spray to protect the hair and add shine to the final look”.

STYLE “For those with naturally curly hair, we used the ghd helios professional hairdryer and diffuser attachment to add texture”.

FINISH “We then used the new ghd curve thin wand to define and contour natural curls. To create a natural finish, we placed the thin wand on the curve where the curl begins, and curl in its natural direction. This way the integrity of the curl is not compromised but is defined. For those with a straight-sleek finish, we used the ghd unplugged styler to tame any fly-aways and finished with the ghd perfect ending final fix hairspray to keep the hair texture to promote natural movement”.


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