CULT OF BLEACH LONDON
we want our hair the color of love!
You know a style line's been crossed when you see a downtown trend flaunted, sans irony, in Tatler. So when two models recently appeared in the British society bible with hair the color of Crayola markers, it was clear that, at least in London fashion circles, funky hair has become as de rigeur as the newest Celine bag. That's mostly due to Alex Brownsell, creative director of the tiny London salon Bleach London. "We're the opposite of DIY," explains the 23-year-old. "We take something that started in girls' bathtubs and make it more upscale and better for your hair."
Bleach's special concoctions - the only ingredient they'll reveal is TIGI deep conditioner - alllow stylists to strip color from tresses without causing the kind of extreme breakage and frizz common with at-home dye jobs. "I started working in my mum's salon at 12, so at this point, I'm like a mad scientist for hair. I know what works," says Brownsell. After clients like Pixie Geldof and Taylor Momsen showed off their Bleach jobs, the salon was offered its own space inside Topshop's London flagship store this Spring. "We always said, first our own salon, then Topshop, and after that, New York and LA!"
Dani Stahl shot by Tommy Ton during New York Fashion Week.
A model backstage at Jeremy Scott's Fall 2011 show.
A stylist inside Bleach London.
Stenciled hair at Bleach.
Model Charlotte Free on the New York City subway.
Rainbow hair at Bleach.
Pink hair at Bleach.
Pixie Geldof at Bleach.