At Proenza Schouler, Rosie the Riveter receives an edgy update.

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Designer: Proenza Schouler

Products: ghd

Tough, confident, and ready to flex her muscles at a moment’s notice—yet keeping her lips and nails a lush, femme red—WWII’s Rosie the Riveter empowered women on the homefront with her stirring slogan, “We can do it!” This tough-as-nails lady now serves as the ultimate beauty muse at the Proenza Schouler show; she’s a woman who’ll assemble a fighter jet, juggle two kids and fix the plumbing—all without chipping a glossed nail or loosening the loop in a well-twirled pin curl. “But we’re giving her a roughed-up edge,” says ghd media ambassador Omar Lopez, who explains that this keeps the look from skewing too “costume-y, which can happen when you say, ‘Let’s go retro.’” 

Hair lead Didier Malige, who is supervising the ghd directive team, seeks juxtaposition in the ’do—something strong, yet pretty. To achieve this dichotomy, the style is literally riveting: Springing from an extreme side part, a cascade of fingerwaves swells down over one eye and along the face. Lopez notes that the look begins with “tons of ghd Sea Spray to lend a bit of lived-in, natural texture, and to also keep the style from going too shiny.” Then comes the technical part. He explains, “We use the ghd IV Styler, rocking it back and forth, cheating it out 180º in one direction, then 180º in the other, inch by inch as we drag it down the hair’s length.” The resulting wave is more angular and not entirely polished—perfect for a modern-day Rosie. —Karie L. Frost 

Score This Look

Take on this riveting Rosie style with these ghd products. 

IV Styler: creates lustrous waves via ceramic heaters and aluminum plates 

Sea Spray: imparts matte texture while protecting against heat-styling 

(Photo: Andreea Angelescu)