If you’ve proudly stepped out of your New Years salon appointment with freshly bleached hair blowing in the wind, I’ve got some bad news for you: Blonde hair is officially uncool.
Gen Zs have been ruthlessly wielding their axes for a while now, canceling side partings, smoky eyes, skinny jeans and lasagne—and now, they’ve come for your highlights, branding them as dangerous “chewgies.” Huh.
Yes, TikTokers have heralded the return of the “moose brown-haired boring girl aesthetic” (their words, not mine), or “Rory Gilmore core season” (Lorelai’s daughter in Gilmore Girls). Others have been a bit more brutal (“Being mature means brunette hair is better than fried blonde hair.” Ouch).
It seems like the departure from uber-cool platinum blonde has come quickly, but the fast-paced nature of Gen Z trends is nothing new. From Y2K-inspired chunky highlights to the infamous shag haircut, the constant reinvention of hairstyles is a byproduct of shorter trend cycles, spurred on by TikTok and Instagram influencer culture, with the latest in a long line from brunette barnetts. subtle trends.
And it’s not just the influencers: Celebs are also following the brunette move, with stars from Gigi Hadid to Hailey Bieber, Billie Eilish to Florence Pugh skipping bleach and opting for warmer tones this winter.
If you – like me – are now looking at your expensive balayage in dismay and wondering how quickly your hairdresser can get you a fit, don’t panic just yet. Declan Howarth, color director/induction and development manager at Blue Tit, is skeptical of the trend. “As if blonde hair will ever go out of fashion?” He says, bewildered. “Granted, I have to agree that some blondes might have a day… Maybe a ‘full head bleach/prosthetic look’ is seen as a little ‘chewy,'” she said. admit.
So what are some alternatives that don’t involve impulse-buying a bottle of Nice Easy? Sofia Karayanis, assistant manager at Blue Tit Crouch Hill, suggests a gradual change could be the answer. “If you still want to have shine in your hair but don’t want to go blonde, think of it as contouring — we put lighter pieces around your face to match your skin tone. Natural dark shades And a mix of lighter shades adds both depth and dimension, leaving your hair blonde and bright without causing potential split ends,” she explains.
And if you’re still not convinced, just wait a while, as Howarth suggests: “I bet a pound for a pound that’s given in a few years when these pre- Teens who can afford a decent hair color service and understand how to enhance color on their own won’t think they look ‘chewy,'” he reassures me. Thanks, Declan- I think we all needed that.
Three Gen-Z Approved Hair Colors
Not quite committed to the full-throttle brunette? A sandy gingerbread shed is your friend. Described as ‘On the Age of Dark Blonde’ by colorist Danielle Moon, it’s more on-trend than platinum and still gives you the option to lighten the back up when summer arrives.
Equally delicious-sounding but slightly darker on the spectrum, chocolate milk is the optimal shade for healthy-looking hair. Think shiny, luxurious and sleek, this is the color of shampoo ad heaven. Weave in a little golden thread for full effect and depth of color.
For those who are solely dedicated to the anti-bleach cause, spring is worth a go. Rich, deep and expensive looking, sable is a deep color that screams ‘I’m too chic to ever get split ends’. Looks great, yes, but beware: It’s hard to go back to blonde after doing sable.