House of Grazia: Adam Reed Creates House of Holland's 'Sweat Head' Hair

17 February 2013 by

Adam gets to grips with Lauren Murdoch Smith's silky mane

Adam says; 'I've been doing runway shows for 18 years (I started when I was 10!)* with designers from Red or Dead, to Viktor and Rolf and Fendi and now House of Holland, and over that time, the approach to doing hair has evolved. It used to be the case that the hairdresser would look at the clothes and design the hair around it. These days it's not so much about the look - it's about the girl instead and for me that's much preferable.

'The House of Holland girl is fun. She's all about fun and enjoying herself, she would't be scared to wear a bright pink lipstick - that's the sort of thing she likes. With that in mind I'm going to explain how we created the HOH look yesterday for the AW13 show - it's based on a girl who's been out raving and she's all sweaty from dancing, thus we called it a 'sweat head'.


Backstage at House of Holland AW13 show yesterday

First I'm going to use a dry, texturising spray on the hair. You could use Percy and Reed or you could use Sebastian which is also good. Texturising spray gives the hair a nice movement. Then I'll divide the hair into large sections. You could do about seven sections, or nine sections if you've got very long or thick hair.

We're then going to wave each of the sections using this amazing tool, the Babyliss Boutique Soft Waves wand. I worked with Babyliss closely to make this - and it has an even barrel all the way down - we're using it to create a modern effect, rather like that of Sarah Jessica Parker - a classic wave yet done in a modern way.

'Take big sections of the hair and and waved those, working them around the wand. If you get this look wrong you can look like an octopus - but you need to avoid this - we're not really about the octopus this year. Softness, movement and freedom, that's what we're looking for - not stiff octopus legs.

We're wrapping the hair around the wand - always protect your fingers! My fingers are made of asbestos - but it's not a good idea to burn yourself. 

Nineties grunge is in - it was in last season and its back again - but now its less grungey and more like Linda Evangelista - who also happens to be my all time hair idol. Although this look is a bit more Seventies. At the show we didn't use any extensions, we had it so that the models had their own hair - but with added waves. That's good for me, because personally I'm not a big extensions person - although it is quite usual for designers to request them.


'I'm obsessed with moodboards - I've even got an app for it - called moodboard pro - and one of the people I've been sticking on my moodboard is Nico - the singer from the Seventies, with her amazing fringe. There's also a Forties wave, like Veronica Lake - so it's like Forties meets Seventies. So there you are . . . Nineties clubber sweathead, via Seventies Nico and Forties glamour.

'In the House of Holland show we finished the look with a lot of wet-look gel to create the 'sweaty sweat head'. I wouldn't reccommend trying this at home beacuse you might look a bit ridiculous - it's more of a catwalk look to be honest.


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