Bleach: how 'fake' is the new 'real'Colourful hair, once the preserve of punks and hipsters, is mainstreaming – and hair salon Bleach is playing a major role. From fashion to beauty, 'fake' is becoming an aesthetic in its own right – not merely a better imitation of 'real'.
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Colourful hair, once the preserve of punks and hipsters, is mainstreaming. Many credit pioneering hair salon Bleach with playing a major role in this new trend. Based in London's East End, Bleach's founding stylist Alex Brownsell draws inspiration from the street style she sees around her, tapping right into the heart of the London fashion industry’s keenness to brand itself as a disruptive – and lucrative – creative force.