Fashion advertisements are suddenly being dominated by blonde haired blue eyed models. Where once you would see a selection of different looks selling luxury gifts modelling agencies are seeing increased demand for a more traditional look. Quirky, androgynous edgy looking brunette are apparently not what we want to see during a recession.
“Advertisers, they claim, no longer want the quirky faces that have dominated the catwalks, billboards and weekly glossies in recent years. Instead, they’re searching for safe, wholesome-looking girls with flaxen manes who will reassure rather than shock the consumer.”
Carolyn Asome
Some have suggested that blondes are considered more trustworthy and upbeat. A friendly face will sell more handbags because what we need during tough economic times is something dependable and positive. It could also be assumed that stylish rather than fashionable items will sell better as something that is timeless will provide more wear for the price.
“Blondes are a safer bet for clients who want to hedge their bets. Plus when we’re constantly surrounded by bad news, that blonde stereotype is zingy and upbeat.”
Sarah Doukas, Storm.
There are some interesting theories as to why young blonde haired women are considered beautiful. There is nothing new about blondes being considered the embodiment of the feminine ideal according to evolutionary psychologist Dr Lance Workman:
“Men in the northern hemisphere were drawn to physical signs of youthfulness because women have a limited period of fertility. Fair or lighter coloured hair is one of these signs because hair darkens the older you become.”
Not everyone is banking on blondes however, Paul Smith recently showed his Winter 09 RTW collection which featured mostly brunette models. Others are using ‘healthier’ looking models (this is fashion-speak for less skinny) probably as a response to controversy surrounding size 0. This might also help to sell, to men at least, as apparently Men prefer bigger women during a recession.
