Trends / Realness
Leland Bobbe
Beth Wachtel
May 15, 2019
There’s a revolution slowly growing – and you’ll find it under #greyhairdontcare, #silversisters, #openlygray, #greyonpurpose, #embracethegrey and the like. The popular blog and Instagram account #grombre, a self‑described “radical celebration of the natural phenomenon of grey hair” started by a 24‑year‑old graphic designer (who got her first grey hair at the age of 14) invites women to show and share their #silverstyle to the world. Pinterest reports that searches for “going grey” increased by 879% at the end of 2018 including those most sought after and celebrated silver tresses yet for most women, to embrace one’s own naturally greying hair is to be a true nonconformist. It rejects the male gaze, declares individuality, and makes a social statement that says, “I don't really care what you think.” Women of all ages are rebelling against the narrow beauty ideals perpetuated by the media and advertising industries, and they are going grey ‑ naturally.
Fashion journalist Alyson Walsh of That’s Not My Age has had this issue on her ‘grey‑dar’ for a while now and believes “brands use a grey‑haired, 70‑year‑old model and think they’ve ticked the ‘age box’ but there are many different ways of aging – many different decades, body shapes, ethnicities, sizes.”  We are doing our part with the launch of Project #ShowUs ensuring all women of the ‘Greynaissance’ are represented. We want to showcase women that are confident and empowered by their naturally greying hair. Jessica Biel and Salma Hayek, to name a few, are salt‑and‑pepper role models leading the charge as they proudly display their newly transformed grey strands on social media and the red carpet. It is inspiring to see these very visible women renouncing pressure from the entertainment industry to look young at any cost. Women who do without dying their hair might find they have more time and money to focus on what really matters to them. Yet, tossing outdated notions of female beauty aside and going grey isn't just about being on trend, freeing up your schedule or saving a buck; it's about the freedom to be one’s authentic self and feel good about it. Women who have decided to #ditchthedye are liberated and loving it.
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