The rise of the platinum blonde

It's safe to say that blonde tresses will never be out of style per se, but bright, white platinum blonde has rocketed into popularity for Autumn 2022/23. The reason? The spirit of Marilyn herself, as embodied by Cuban actress Ana de Armas in Blonde, is an imaginative retelling of the life of one of the most famous women in the world. The film will make its long-awaited debut at this year's Venice Film Festival, and the public's interest has been piqued (check out our review here); searches for 'Ana de Armas Blonde' have soared by 400%. And while the jury's out on whether blondes do indeed have more fun, it's undoubtedly that a peroxide wash on anyone's locks can lift spirits and provoke playfulness.

@Netflix

Marilyn is never far from public consciousness, but after Kim Kardashian donned a gown the actress wore to sing happy birthday to then-President John F. Kennedy in 1962 to this year's Met Gala, Marilyn fever has never run so high. Although remember, the process of taking a natural brunette (like Kim Kardashian) to the giddy heights of a white blonde took a painstaking 14 hours. The man at the helm? Kim's long-term hairstylist Chris Appleton. She's been seen in bombshell looks here and ice queen in the Balenciaga ads here.

The trend for icy blonde has reached the small screen, too, with the silver hair of the Targaryen clan in the Game of Thrones prequel House of The Dragon capturing our imagination. The show's popularity has resulted in this cool, icy shade being 4000 times more popular than usual, according to WeThrift. Hair tools brand Cloud Nine back up the findings, revealing that searches for "silver hair" spiked by 185% when the series launched. The catwalk is also following suit, with Cecilie Bahnsen sending ethereal blonde braids down the AW22 runway. Ralph Lauren and Halpern's icy blondes were proper and polished, with a smart centre part. Bleached buzzcuts at Dior delivered edge, while Richard Quinn and Saint Laurent served up eyebrows to match. There's a platinum for everyone, it seems.

Where to get the best platinum blonde hair in London:

While there are many beauty trends, we can tackle in the comfort of our own home, going this blonde is best left to the professionals. Be prepared that it will take time to achieve your desired shade, and a quick snip might be necessary to ensure your tresses are in tip-top condition pre-peroxide. Then, follow up with a purple shampoo to banish brassiness and invest in a good-quality hair mask to re-inject some much-needed moisture.

• Nicola Clarke at John Frieda, Fitzrovia

World-renowned for a good reason, colourist Nicola Clark counts Cate Blanchett and Kate Winslet among the golden-haired A-listers who trust her with their tresses. And the rest of her team at the salon - do a brilliant job on everyone else too.
Book here

• Bleach London, Dalston

The place London's cool girls and boys trust to transform their hair into any conceivable shade. Nothing is off limits, peach, pink or blue hues, but the icy bright blondes are on top of our wish list.
Book here

• Hershesons, Belgravia

If you've spied on an upcoming beauty trend, chances are Hershesons was one of the first to conceive and deliver it. So visit for truly finger-on-the-pulse hairdressing and super light baby blonde - to the ashiest of platinum, they will leave you glossy and groomed, with an excellent homecare range.
Book here