Adam Reed x ghd: Unplugged and untamed at MWIT21


Sky-high styles and fearless finishes – Adam Reed rocked the stage with an epic show for ghd at the MWIT21 Grand Final


Bringing their attitude and A-game to the MWIT21 Grand Final, the ghd team delivered an unforgettable hair show during The It List ceremony. Led by ghd brand ambassador, Adam Reed, the team styled up a storm all day behind the scenes to create the freshest looks which wowed the 600 strong audience. “People haven’t had the chance to see hair on stage for a long time, so I wanted to get them excited and show them something they might not have expected to see,” explains Adam.

“The show is quite utilitarian; ghd is known for being really polished, so I wanted to switch things up and do something more unexpected.”Adam Reed

Appearing from balconies, on the stages and in the crowd, the epic spectacle left the audience in awe from the moment the music started.. An eclectic mix of six looks, Adam and the team used a variety of techniques and wig work to create larger than life headpieces which were adorned by models in tight corsets to really let the hair do the talking. As well as some fierce choreography and even fiercer hair flicks, the show featured an incredible wind machine moment to round off the spectacle. Show-stopping in all the best ways possible, it merged ghd’s flair with some statement edge – perfect for marking the return to the Grand Final IRL! 

With such an impressive show comes such a lot of preparation, so we caught up with Adam Reed to hear more about each of the looks and see what went down behind the scenes…



“It’s Roman meets mohawk,” says Adam. “We always want to push how hair is perceived and for this look we’re literally elevating it away from the head and showing a new way of doing straight hair, using different disciplines. The ghd unplugged was perfect for styling this one.”



“For this look, we’re showing a classic ghd straight look but done in a new way, while still reflecting the brand through the sprayed-on dots which reference the circles within ghd’s logo,” he explains. “It’s a little bit utilitarian and very unexpected. We styled all of the hair for these two looks using the ghd platinum plus to create a really polished, shiny base.”


Micro Mullet

“The mullet is key for this season and this is an exaggerated version of the style,” explains Adam. Behind the scenes, the team “cut the mullet shape bespoke to each model then adjusted them once the wigs were on to create a more undone look.” To create the texture through the top, the ghd soft curl tong was used to style small sections at a time using “quite a classic technique” before dressing them out for an undone finish.



“This look is all about creating a really dramatic shape and playing with extremes,” describes Adam. “We soaked the head with ghd final fix hairspray, then dried it in using the ghd helios and the diffuser to create a really rock solid base, before adding the contrasting headpiece.”


“The rock chick look never goes out of fashion, but we’ve used extreme colours and exaggerated shapes to make it modern.” The team prepped the hair for this using the ghd classic curl tong and a twist wrap technique, before brushing out and razoring to remove weight and add shape. “Volume is a key trend for the new season and this is my take on It,” adds Adam.

Let’s Go, Afro

“This is a really optimistic, fun look,” says Adam. “I love a big Afro and the bows are inspired by Japanese Harajuku style, too. We used the ghd helios hairdryer and diffuser to create the really exaggerated shape, which is all about volume.”

Hair by ghd global brand ambassador Adam Reed
Assistants: Ryan Steedman, Sarah Black, Holly Matheson and Paul McVeigh
ghd team: Grant Williams, Janine Jennings and Sarah Dixon
ghd freelance educators: Jo Irving and Nicole Moore
Make-up: Holly Treadgold

Discover all the winners of The It List 2021 here >

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