ghd brings the best of hair and photography together for new ghd eclipse campaign!
ghd has brought world-renowned session stylist Sam McKnight together with leading fashion photographer Rankin, to create a stand-out campaign that will officially launch its most innovative product in over a decade – ghd eclipse™.
Sam McKnight created the hair for the campaign – featuring an evolution of texture through five striking images of one model and a short creative film – as his debut for ghd in his new role of Global Creative Director.
‘It’s great to be working with ghd as the new Global Creative Director – a ghd styler has been an essential in my kit bag for many years,’ said Sam McKnight. ‘I don’t think there could have been a better way to begin our relationship than with the new campaign for ghd eclipse™. Rankin’s iconic photography, combined with the creativity of ghd eclipse, has created a campaign that, for me, embodies the spirit of ghd.’
Rankin – famous for his compelling, creative and iconic portraiture – captured images in a pared-back, nonchalant style that makes Sam’s hair looks the focus of the campaign, and brings to life its key message: ‘greatness comes to those who create’.
‘It was great to work with Sam on the new campaign for ghd eclipse™. He’s the best at what he does and we were on the same page when it came to the result: showing the life and personality behind the hair he’d created,’ said Rankin.
The five hair looks were all created using ghd eclipse™, the most innovative styler from ghd in more than a decade. Using tri-zone™ technology, created exclusively for ghd by its team of dedicated scientists, the styler can take on any styling challenge on any hair type and delivers superior results faster than ever before.
‘ghd eclipse™ is our most exciting launch since we revolutionised the hairstyling market with the original ghd styler back in 2001,’ said ghd CEO Paul Stoneham. ‘Working with Sam McKnight, who we are delighted to welcome as our ghd Global Creative Director, we have produced a stand-out campaign that brings the best of the best together – a world-renowned session stylist, an iconic photographer and our game-changing new styler, ghd eclipse™.’
The first phase of the campaign features Dutch-born model Milou Sluis. Chosen for her ability to transform her look, she effortlessly encapsulates the ghd brand mantra of ‘a good hair day, every day’.
Sam McKnight is one of the most accomplished and well-respected hair stylists of his generation. With a career spanning more than 30 years, his name is synonymous with modern, sexy hair in magazines, on the runway and the red carpet. Along with countless awards, Sam has longstanding creative relationships with photographers including Patrick Demarchelier, Nick Knight and Mario Testino and designers including Karl Lagerfeld at Chanel, Vivienne Westwood, Balmain and Fendi. Creator of some of the most iconic hair images in modern history, including Princess Diana’s short slicked-back style, Madonna’s Bedtime Stories album cover, Lady Gaga plus countless covers and editorial stories of Kate Moss and all the supermodels.
Synonymous with compelling portraiture, Rankin’s lens captures, creates and unveils icons. Rankin made his name in publishing, founding the seminal monthly magazine Dazed & Confused with Jefferson Hack in 1992. Following its success, Rankin took his photography to the wider market, creating landmark editorial and advertising campaigns. His body of work features some of the most celebrated publications, biggest brands and pioneering charities, including Nike, Swatch, Dove, Pantene, Diageo, Women’s Aid and Breakthrough Breast Cancer. He has shot covers for Elle, German Vogue, Harper’s Bazaar, Esquire and GQ, and worked with Rolling Stone and Wonderland. Rankin is also the co-founder of magazines AnOther, AnOther Man and The Hunger, as well as publishing 30 books and launching Rankin Film Productions in 2011.