ELLE and hair-styling brand ghd have partnered on a multi-platform campaign that includes a live magazine photoshoot open to members of the public.

As well as getting a behind the scenes look at what goes on during a shoot, guests will also get the chance to appear on a billboard at Piccadilly Circus via an Instagram booth, which directly uploads their images to the big screens.

Guests will be shown how to recreate three key hair trends from the SS’15 Fashion Week shows using the new ghd product. During the day they will receive complimentary hairstyling by the experts at ghd, free on-site manicures and limited edition goody bags.

The shoot takes place at New Inn Yard in Shoreditch, East London, on 16 May.

Additionally, ELLE will be promoting the content generated from the shoot on both its print and digital platforms. It has created a unique digital destination to incorporate all activity before, during and after the live shoot.

There will be blog posts from the shoot team, a gallery and social feed, as well as videos that will be uploaded live from the venue. Post-event, a backstage diary will be posted with the shoot images, additional video content and an in-depth look at the trends ELLE and ghd created alongside product and technique guides.

The August issue of ELLE magazine, onsale from 2 July, will feature a six-page roll-fold, which will reveal a panoramic scene of the event.

Ella Dolphin, Group Commercial Director at Hearst UK, said: “This is a really innovative campaign that has the ELLE reader at its heart. This campaign will create content, conversation and engagement with the ghd brand and raise awareness of the new product launch.”