Starting with Jeremy Scott’s SS18 NYFW offering on Friday 8th September, Eugene and his backstage styling team will use a selection of ghd stylers (including the ghd platinum styler, ghd hairdryers, brushes, and ghd’s curve curling range) to create this season’s hottest hair trends.

The partnership will see Eugene travel to New York, London and Paris for an exclusive selection of shows including: Preen by Thornton Bregazzi, Versus Versace, Tommy Hilfiger, Acne and Thom Browne amongst others. The announcement comes in addition to Souleiman’s long standing role as Wella Professionals’ Global Creative Director for Care and Styling.

“I appreciate quality and ghd has a long standing reputation in our industry” said Eugene of the new partnership; “I am also thrilled that my fashion week team now has access to their full range of tools. Expanding my relationship with Wella to include ghd feels like a natural progression. It’s a total- look approach to the work I do across care, styling and tools.”

In addition to this partnership, ghd tools will also be used backstage at the Alexander Wang show in NYC on Saturday 9th September, and the Julien Macdonald show in London on Monday 18th September.