All About Adam

All About Adam..

When it came to sourcing expert styling tips for the Spring / Summer 2011 hair trends, I didn't have to look much further than Adam Reed. Adam is the Creative Director and Co-founder of Percy & Reed, one of London's most sought-after salons. With a professional career spanning more than two decades and a (immaculately coiffed) celebrity client list that includes; Madonna, Kim Kattrall, Sophie Dahl and Diane Kruger, who could be better qualified to guide us through the season's key hair statements.

The New Androgyny

At Gucci SS11 hair was side-parted and slicked to perfection (as seen above on supermodel Freja Beha Erichsen). This super-modern military look is an important statement this season, totally in keeping with the clean aesthetic we've seen from the trend-defining Phoebe Philo at Celine. For this trend, Adam suggested:

"The androgynous look is a key look for this season and is easy to achieve with the right products. The key with this look is that you smooth the hair prior to styling it".

"I use the Babyliss Pro Advanced Ceramic Styler (£49.95 - www.salonskincare.co.uk) to smooth the surface of the hair."

"Then I apply a supple wax, Shu Uemura Art of Hair Shape Paste is great (£18.40 - www.beautique.com) over the surface of the hair and smooth hair into the nape of the neck, securing if you have long hair."

"The finishing touch to this look is a mist of shine spray."

This shine product has consumers practically foaming at the mouth on the Boots website (Toni & Guy Finishing Shine Spray, £7.14 - www.boots.com) with nothing less than a whopping five star average rating.

Amazing Grace

The model Chloe Memisivic (pictured above at Marc Jacobs SS11) could have been channelling Grace Coddington with this 70's red power-frizz coiffure. A top British Vogue model in the 60's, a tragic car crash ended her successful career. Being the creative genius that she is, what some may have considered ill fortune, opened up another promising opportunity for her, when she was offered a position on the title's fashion team. Several years later, she was appointed Creative Director of American Vogue, along side a certain woman called Anna. That would be Anna Wintour, American Vogue's Editor in Chief. Coddington's flawless ivory skin, regal features and sizeable shock of frizzy russet curls are as much her signature look as Anna's bobbed hair and impermeable sunglasses. When it comes to perfecting "The Coddington" at home, Adam says:

"This was achieved on the catwalks with an old school technique called rik rak, which is nearly impossible to do by yourself. At great alternative at home is to use a crimping iron".

"I use the Babyliss Pro 210 Ceramic Hair Crimping Iron (£18.95 - www.justbeautifully.co.uk)"

"Spray sections of hair with hair spray. I love L'Oreal Paris Elnett Satin Absolute Supreme Hold Hairspray with Pro-Calcium (£3.49 - www.boots.com). Run the crimping iron down the sections, make sure that you have large sections as it will really enhance the volume and texture".

"When you've finished crimping, spray a dressing brush with the Elnett. I use the Shu Uemura Art of Hair Paddle Brush (£33.99 - www.feelunique.com), and draw the brush through the hair to maximise the volume".

The Gatsby Wave

The model Raquel Zimmerman was the epitome of glamour and sophistication with this uber-chic 30's / 70's Gatsby-esque sleek side parting and sweeping fringe at the Louis Vuitton SS11 show. This vintage Hollywood glamour look is a doddle thanks to Adam's hair savoir faire:

"A great blow dry is essential to achieving this look, work the hair from the crown forward and sweep across above the ear".

"Spray to secure, L'Oreal Paris Elnett Satin Supreme Hold Hairspray (£6.02 - www.boots.com) is great for this. If your hair is long, use a pin to hold it into place. To add subtle texture, spray a small amount of hairspray onto your fingers and work into the hair".

Special thanks to Adam Reed, Creative Director and Co-founder of Percy&Reed, London, W1.

www.percyandreed.com