MILAN — What if the Blonde Salad goes brunette?
“Well, never say never, but I love my hair color, it’s my signature look,” mentioned Chiara Ferragni on Thursday whereas discussing all issues magnificence in the course of the presentation of the brand new GHD Unplugged styler.
Recently appointed face — and hair — of the model, the multihyphenate entrepreneur fronts the brand new international promoting marketing campaign, which popped up by way of maxi billboards on landmark Milan spots, starting from the Duomo cathedral to a part of the Stazione Centrale prepare station, the place a cocktail celebration was staged to have fun the launch on Thursday night.
Before the occasion, Ferragni touched base on the close by Hotel Gallia, arriving not-so-fashionably late to fulfill the press bedecked in a Christian Dior pre-fall 2021 look. She styled a crop prime and matching shorts lined in pink maxi-sequins with black vinyl platform sandals and, most significantly given the event, with shiny, straight hair.
“When I’m by myself, I usually go for straight hair, it’s the easiest style and I know it’s going to last two days, unless I’m with my kids and they throw stuff at me,” she joked, moreover recalling that she has been utilizing hair instruments since her teenage years.
“My hair is naturally wavy, sometimes even very curly, and I started using the straightener. It was such a look; I wanted to have straight hair and black eyeliner all the time: That was my go-to style,” she mentioned, noting that the brand new GHD cord-free software would have come in useful on the time “because so many times I had to plug my styler in the craziest places just to have my hair done.”
The GHD Unplugged is the model’s first cordless iron supposed for on-the-go hair retouches. Lightweight and moveable, it options dual-zone heater know-how to make sure a styling temperature of 185 levels Celsius and is powered by a lithium battery, which gives as much as 20 minutes of steady styling.
Taking two hours to completely recharge by way of a USB-C cable, the software is available in black or white coloration choices and retails for 299 euros at choose hair salons along with the model’s on-line retailer.
The GHD Unplugged styler.
Courtesy of GHD
“When I’ve been asked to be the face of this campaign I was so glad because this is the styler that best suits my lifestyle, especially pre-COVID-19,” Ferragni mentioned.
Now that she is returning to touring for work — she lately was in Madrid and Athens to advertise her Chiara Ferragni x Nespresso collaboration — she expects to make use of the product regularly.
“For me, this is perfect for planes and car rides. In the past, I used to retouch my makeup before landing in a city but I couldn’t do my hair, while now the fact that you don’t need to plug the tool in is like a revolution for me. It’s the same as taking a lipstick out of your purse for a final touch before an appointment,” she mentioned.
This can be the idea of the marketing campaign, through which Ferragni makes use of the styler whereas sitting on a suitcase, in a automotive or charging it by way of laptop computer in a resort. The images had been taken in Milan in February 2020, on the finish of vogue week, recalled the entrepreneur.
“It was a beautiful, productive day, but at the same time, we were all very worried about the COVID-19 situation. It was a week before the lockdown, so we could sense there was something going on but really didn’t understand well the enormity of it….I recalled that day with melancholy for a while as it was the last set I did before being confined for months, which made it even important,” Ferragni mentioned.
Chiara Ferragni with GHD Italia’s managing director Stefano Filipazzi.
Stefano Guindani/Courtesy of GHD
The tie-up with the U.Ok.-based hairstyling and equipment model isn’t completely new for the digital entrepreneur as the 2 events have collaborated on social media campaigns for 2 years, throughout which Ferragni shared photos of GHD instruments together with her 24.1 million followers on Instagram.
Often, her guardian angel in creating this magnificence content material is her good friend and make-up artist Manuele Mameli, who additionally selects her hairstyles. The two did a number of jobs collectively earlier than turning into an inseparable duo in 2016. Ferragni mentioned they share the identical aesthetic and each take inspiration from purple carpet moments, previous vogue reveals and the work of different make-up artists and hairdressers when conceiving a magnificence search for an occasion.
“I have a folder on my Instagram and on my phone as well with all these images that I love and he has the same, so sometimes we just share them,” mentioned Ferragni, who added that she likes when Mameli experiments with extra intricate hair kinds she will be able to’t do by herself.
“People tried also to convince me to have a short haircut many times, just for the sake of change, but I never felt like doing it; I’m scared I would grow weary of it,” she added, recalling that she as soon as appeared on the Cannes Film Festival purple carpet sporting a brief bob wig “which I really loved.”
“I think that when we feel good with ourselves we have a different energy throughout the day, and hair in this sense plays a big part in feeling this way and having that self-confidence,” continued Ferragni. “The world of beauty is super fascinating for me because there are so many tools that can help us to immediately feel better. But for me it’s also important to talk to ourselves and our body in a positive way and focus on the good qualities we have.”
As reported, GHD named Ferragni worldwide model ambassador final month. It was the primary time the corporate tapped a digital star for such a task, in a transfer that’s supposed to mark the model’s twentieth anniversary.
The appointment was the most recent in a sequence of ambassadorships that Ferragni has signed. Beauty-wise, she is a longtime face of Pantene and has fronted campaigns for Lancôme. She moreover developed a variety of make-up capsule collections in partnership with the French label, with the primary being teased in 2019 in the course of the Beauty Bites masterclass she staged with Mameli.
