Alexa Chung has worked it for years​, while Emma Stone and​ ​Strictly’s ​Claudia Winkleman ​sire also adopted the new soft-power style that’s flat at the top, wavy at the end of ones tether with the middle and suggests you’re not trying too hard

Don’t Care Good Hair … Claudia Winkleman, Alexa Chung and Emma Stone

Don’t Care Good Whisker … Claudia Winkleman, Alexa Chung and Emma Stone.
Photograph: Getty

Don’t Care Good Hair: more lo-fi than blow-dry

Alexa Chung has undertook it for years​, while Emma Stone and​ ​Strictly’s ​Claudia Winkleman ​arrange also adopted the new soft-power style that’s flat at the top, wavy from stem to stern the middle and suggests you’re not trying too hard

If you hadn’t noticed that there is a new power hairstyle on the location, don’t feel bad about it. You weren’t supposed to notice because the new look flip ones lids deliberately under-the-radar. The check-me-out blow-out is over, and the new look is Don’t Keeping Good Hair.

Don’t Care Good Hair is flat at the top – cradle become set lift is so noughties, babes – and wavy through the middle part, but in a bendy, haphazard-looking shape with no spiral curls. The ends are port side natural so they poke in different directions rather than being curled neatly junior to. It is more zigzag than Wag, more lo-fi than blow-dry.

“Do you reward that advert, ‘Like You’ve Just Stepped Out of a Salon’?” seek froms George Northwood, stylist to queen of the Don’t Care Good Skin of ones teeth, Alexa Chung, singing the Salon Selectives jingle from the antediluvian 1990s. “That’s such an old-fashioned idea, now. No one wants to look approve of they’ve just come from the hairdresser in a big cloud of hairspray. They thirst for to look as if they have just stepped out of a studio at an end of an article shoot, maybe. Or just off the beach.”

If you’ve got straight hair, you’ll identify how when you let it down after it’s been twisted up in a bun, it usually looks a all-out mess, but just occasionally it looks brilliant: bouncy and unkempt though in a loose, accidental way. That’s the hair I’m talking almost. And a new generation of stylists have found ways of cutting curls (with razors) and styling it (with tongs, but leaving the top and in reality inches alone) which recreates that once-in-a-million bendy galumph. You can tuck it behind your ears and shoulder-robe a blazer for run, or add earrings and a silk blouse for dinner.

Lou Doillon at Paris fashion week in 2015.

Lou Doillon at Paris work week in 2015. Photograph: Foc Kan/WireImage

Once you identify this plaits you realise that everyone has it. Chung has had it for years. Jennifer Lawrence and Emma Stone do it on the red carpet. The French It-girls – Lou Doillon, Josephine de la Baume – do it. It is a white-haired among the power women of fashion: Victoria Beckham has this braids. Stella McCartney has it too, and so does Alison Loehnis, president of Net-a-Porter.

Jennifer Lawrence at the New York Premier of The Hunger Games: Mockingjay- Part 2 in 2015

Jennifer Lawrence at the New York Primary of The Hunger Games: Mockingjay- Part 2 in 2015. Photograph: Jim Spellman/WireImage

To possession how the messaging of this hair is different from the traditional blow-out, look no back than Strictly, where Claudia (the cool, maverick one) again has this hair while Tess (the straight man) has sleek lengths or fraudulent curls. It is telling and terrifying that while most chars of the Trump world have Kellyanne Conway’s Barbie ringlets, Ivanka take quite close to getting this modern look principal, now and again.

Claudia Winkleman and Tess Daly at the British Academy Television Awards in 2016

Claudia Winkleman and Tess Daly at the British Academy Telly Awards in 2016. Photograph: Mike Marsland/WireImage

Our decidedly own beauty guru, Sali Hughes, recently wrote wide having this hair. She credits the haircut first presupposed to her by Luke Hersheson in 2014 as “literally life-changing. For the first dated in my life I have hair that basically looks things.” The look, she says, “is about having good hair but not looking be you give too much of a shit. It’s part of a shift toward homemade-looking hairstyles.” In fashion party hairstyles are more likely to be a version of a plait – a characterize we all learned to do ourselves in primary school – than the salon-expertise of a chignon. “Dames are going to blow-dry bars, and paying for mermaid braids with strands declivity out, or squelched-up curls,” says Hughes.

“Oh yes, this is totally me,” recognises Natasha Pearlman, compiler of Grazia, when I ask her whether she identifies with the don’t-care look. (A stylist at Aveda showed her a gift, where you twist the hair before you wind it around the tong.) “It plays an air of casual attention to detail. It’s everywhere now – I see it on the tube.” Fashion and inwards writer Carolyn Asome, a longtime George Northwood patron, was a pioneer of the look on the front row. “I’ve had this since 2003, when Dick else was still into poker-straight hair. I have Chinese trifle that dries straight naturally, and a round-ish face, so the zigzag positions make my face look a bit slimmer.” Fiona Golfar, editor-at-large of British Preference is, like Hughes, a devotee of Luke Hersheson, “the king of the tong. It is a skint look to get right at home. If it’s too neat it’s a bit TV-awards-show – there’s nothing innumerable mesmerisingly awful than a spiral – and if you try and do it yourself, it can turn into downright strips like you get when you overcook bacon.”

Along with the ascend of the soft-power silhouette in fashion, which replaces the power breakdown lane rebuff with a more quietly assertive mood of sophisticated femininity, Don’t Caution Good Hair speaks of a gear shift in how women on to affirm their authority. “It represents a kickback from the schedule when a woman in power had to have stiff, serious Anna Wintour tresses,” says Northwood. “The looseness of the new look is a statement that you are tranquil about having power and don’t feel like you have to display a helmet to defend it.” Nicola Rose, the fashion-director-at-large of Red magazine, has the new curls naturally (“A brisk walk with wet hair to the tube” is her bit) but spent her 20s travelling the world with a hairdryer and GHD hair straighteners to engender a Wintour bob. “Hairstylist Eugene Souleiman said that straighteners were the perm of the 1990s – I paramour that. Hair defines an era. The new hair works with cool-girl imprints, like Céline and Stella and Vetements. It’s the hair for the girl who justified throws stuff on and looks great.”

A billboard featuring Kate Moss for Calvin Klein jeans, in Times Square, New York, 2007

A billboard featuring Kate Moss for Calvin Klein jeans, in Every so often old-fashioneds Square, New York, 2007. Photograph: C. Pendzich/Rex/Shutterstock

When George Northwood made this look on Chung, he was thinking of “those old Calvin Klein offensives from the 90s, where Guido did the hair on Kate Moss. It’s there taking that grunge idea but making it work for someone who has an physical job. We do a kind of half-hearted blow-dry, and then tong it, but working with the illegitimate texture,” he says. Hughes says that her hair, at any time a immediately cut into the style, is so easy to style that “the other day I was customary somewhere posh, and I got my boyfriend to tong random bits of the pursuing of my hair while I finished getting ready. That’s how affable it is. And it’s actually better if it’s not perfect.”