Katy Perry is continuing her role as Global Brand Ambassador for the hair group and is fronting the campaign for the brand’s new hairdryer GHD Air. The aim of the new campaign is to highlight the GHD promise of “good hair day, every day”.

In the shots, Katy exudes confidence worthy of the 1940s screen sirens yet still looks modern and contemporary. In her previous campaigns for the Scarlet Collection, Katy appeared as Snow White with a 1920s make over and as a boho-queen for the Iconic Eras collection.

 "It was fun to go a more natural route after playing characters in my last ghd campaign,” said Katy, “Ellen von Unwerth captured both the playful and chic looks amazingly well."

This time around, Katy swapped her signature colourful and kooky style for a classic monochrome vibe. The campaign was photographed by legendary fashion photographer von Unwerth and shows a groomed, glamorous Katy playing chess and swinging from chandeliers. Her sleek, black locks have been gently waved and her porcelain complexion looks flawless. Her trademark heavy fringe has also been swept to the side and her hair scooped into a soft ponytail for other shots. Hairdresser to the stars Danilo was responsible for Katy’s transformation.

Ellen von Unwerth, famous for her sensual and feminine images of the world’s most beautiful women , said of Katy “She’s a young,  vibrant artist who is really Ok about being confident and seeing herself in different ways- extreme, vulnerable, kooky, sexy, expesive-looking but playful…she’s a beautiful woman so it’s inspirational”.

The GHD Air is the brand’s first salon-strength professional hairdryer, offering a mother, shinier finish. The dryer features a professional motor which dries hair faster while the ionic technology reduces frizz and leaves a smooth salon-worthy finish. The hair dryer retails at €120.