Blog

IN CONVERSATION WITH: ADAM REED

23.03.15

Set to launch in stores on the 26th March, our Personal Approach campaign offers the chance to book a bespoke shopping experience with a personal stylist and take home an exclusive gift from L’Oréal Professionnel. Whether it's a specific event that you're prepping for or you're looking for a complete wardrobe overhaul, your tailored session will ensure you start the season in style. The perfect hairstyle is a chic way to complement a new look, so to celebrate the event and our partnership with L’Oréal Professionnel, we’ve interviewed iconic hair stylist Adam Reed on which hair trends we should be coveting for SS15. For details on the additional benefits of the Personal Approach or to book an appointment, click here or call your local store.

What’s the most exciting part of your job?

Other than styling hair, the amazing people that I meet are the most exciting part of my job. It’s so varied – one day I could be in the salon, the next on a shoot or travelling across the world. The travel aspect of the role is also great. I’ve been able to see some incredible places and meet some amazing people that I probably wouldn’t have if I wasn’t doing this job.

Where do you get your inspiration from?

Books. I’m retro in that way. I’ve collected reference books for as long as I can remember. The streets of London are also a great place to find inspiration – I live in East London and I am consistently inspired by the street style that I see every day.

Which one styling tip do you swear by?

Preparation is key. I live by the motto ‘fail to prepare, prepare to fail’. There’s so much truth in it.

How would you describe the atmosphere backstage at Fashion Week? 

It’s the best! There is always an air of excitement and anticipation. By the time we get to this point the hard work is done, the clothes are ready and looks have been confirmed and tested, so we just need to work to a strict timeline and make sure that the models look incredible. Backstage is one of my favourite places.

What is the most wearable trend that you styled at Fashion Week?

At Barbara Casasola SS15 we created a great worn-in texture that we secured with homemade hairbands that we called 'I’m with the band'. It is a great wearable look that can be adapted for the red carpet or the highstreet.

Come summer events, what’s the look we should be wearing and how do we get it?

The Textured Pony! It’s easy to achieve and can be worn in many ways. Take the Barbara Casasola look for example; tie with a ribbon to dress it up, or keep it sleek and utilitarian and secure with a clear snag free band. They key is to keep it simple. Don’t secure it too tightly and don’t over-use product. If you are finishing with a spray, spray your hands and swipe over the surface of the hair to keep it neat and minimal.

Which one product would you recommend to always have in your handbag?

Hairspray! I love Infinium as it is totally brushable and gives hair an incredible finish.

What are your favourite L’Oréal Professionnel products?

Tecni.ART Fix Design is my favourite multi-tasking spray. It’s wet so it controls the hair like nothing else and gives the hair a beautiful glossy finish. Tecni.ART Pli is my forever all-round favourite backstage product. I pretty much use it for everything. It adds volume and movement, works with stylers, is light yet strong and adds shine, definition and control.