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As A-listers ditch their blonde hair for brunette – Gen Z dub lighter hair ‘cheugy’

From wearing skinny jeans to side partings and using the laughing emoji – Gen Z has labeled just about every millennial-loved trend as cringey and outdated.

The term ‘cheugy’ means ‘basic’ and ‘opposite of trendy’ and it seems that blond hair now falls under the umbrella of trends scrutinized by the fashionable age group.

Celebrities like Hailey Bieber, Gigi Hadid, and Florence Pugh have all recently ditched their blonde locks for a darker look — which stylists call “expensive brunette.”

Hailey Bieber ditched her beachy blonde locks last month

She shared her transformation to chocolate brown on Instagram last month

She shared her transformation to chocolate brown on Instagram last month

Celebrities have ditched their blonde locks for a darker look — what stylists call “expensive brunette.” Hailey Bieber revealed her transformation from beachy blonde to chocolate brunette last month on Instagram

Gigi Hadid is a natural blonde but has played with icy tones over the years (pictured in 2014)

Gigi Hadid is a natural blonde but has played with icy tones over the years (pictured in 2014)

In August, the supermodel debuted her new chocolate brown locks

In August, the supermodel debuted her new chocolate brown locks

Gigi Hadid is a natural blonde but has played with icy tones over the years (left in 2014) and debuted her new chocolate brown locks in August (right in September this year)

Dove Cameron is pictured at New York Fashion Week in September

Dove Cameron is pictured at New York Fashion Week in September

Dove is pictured at an awards ceremony in Los Angeles earlier this month

Dove is pictured at an awards ceremony in Los Angeles earlier this month

Dove Cameron has been blonde since her film debut in 2012 (September left), but has since gone for a chic brunette look. Right, Dove this month in Los Angeles

Mariano Ruiz, founder of Shewolf, told Femail that going full blonde is outdated, adding that fashionistas are opting for “more natural-neutral colors or fashionable and vibrant colors.”

‘The traditional blond look, super bleached, is gone. It has its time and then was the dream of many. The word cheugy is correct, super blond hair goes through a very strong process that requires bleach to remove all the natural pigments from your hair.

“While there are several bond strength products on the market, over time blond hair runs the risk of becoming tired, breaking and over-processing.

“Gen Z is more about being natural, embracing hair texture, playing with it and making life much easier.”

Last month, actress Florence Pugh, pictured at the 2014 BFI film festival in London, swapped her usual long blonde locks for a cropped brunette style.

Last month, actress Florence Pugh, pictured at the 2014 BFI film festival in London, swapped her usual long blonde locks for a cropped brunette style.

It's not the first time Florence has turned brunette, and last year the star changed her look for a short time (photo)

It's not the first time Florence has turned brunette, and last year the star changed her look for a short time (photo)

Last month, actress Florence Pugh, who was left behind at the BFI film festival in London in 2014, traded her usual long blonde locks for a cropped brunette style. It’s not the first time Florence has gone brunette, with the star briefly changing her appearance last year (right)

Margot Robbie is pictured in 2018 with her signature blonde locks

Margot Robbie is pictured in 2018 with her signature blonde locks

She has gradually grown into her signature blond locks.  Pictured , the actress in Los Angeles in August this year

She has gradually grown into her signature blond locks.  Pictured , the actress in Los Angeles in August this year

Margot Robbie, pictured left in 2018, has gradually grown into her signature blonde locks and is donning her natural dark brown locks. Pictured on the right, the actress in Los Angeles in August this year

Actress Shailene Woodley decided not to go blonde after trying the color for a period in 2017

Actress Shailene Woodley decided not to go blonde after trying the color for a period in 2017

The star is pictured on the right last year with her favorite chocolate brown locks

The star is pictured on the right last year with her favorite chocolate brown locks

Actress Shailene Woodley decided not to go blonde after trying the color for a stint in 2017 (left) (left) and is pictured on the right last year with her favorite chocolate brown locks

The hairdresser even claimed that blond hair can be “dull”, revealing that more and more of his clients are embracing their natural color.

“Every day in the salon more and more people ask me to go more natural, to embrace their natural color,” he said.

“What I see with this change is a brand new woman reinventing herself before my eyes, someone who is confident and escaping what she thought was necessary in order to be accepted.”

He says women are tired of high-maintenance and over-processed hair, arguing that “everything turns into a more natural, relaxed, and easy-going style.”

“Being blonde seems like the ‘hair goal,’ but the fact is that everyone is like everyone else,” he said. “We hate seeing the same thing over and over.”

Lily James is pictured with blonde locks attending the UK premiere of 'Yesterday'

Lily James is pictured with blonde locks attending the UK premiere of 'Yesterday'

Lily with a sleek brown bob at the British Independent Film Awards 2019

Lily with a sleek brown bob at the British Independent Film Awards 2019

Lily James is pictured rocking blonde locks as she attended the UK premiere of ‘Yesterday’ before switching to a sleek, lighter brown bob in December of that year. Pictured right, Lily at the 2019 British Independent Film Awards

Although model Cara Delevingne has changed her hair a lot over the years, she usually has some lighter colors through her hair.  Pictured, Cara at last year's Paris Fashion Week

Although model Cara Delevingne has changed her hair a lot over the years, she usually has some lighter colors through her hair.  Pictured, Cara at last year's Paris Fashion Week

She recently opted for a dark brunette look (pictured, ahead of this year's Met Gala)

She recently opted for a dark brunette look (pictured, ahead of this year's Met Gala)

Although model Cara Delevingne has changed her hair a lot over the years, she usually has some lighter colors through her hair. Left, Cara at last year’s Paris Fashion Week. But she recently opted for a dark brunette look (right, ahead of this year’s Met Gala)

Elizabeth Olsen wore blonde ombre hair in 2018 (pictured)

Elizabeth Olsen wore blonde ombre hair in 2018 (pictured)

She ditched her ombre blonde locks for a darker brunette look.  Pictured, the actress in Los Angeles in May

She ditched her ombre blonde locks for a darker brunette look.  Pictured, the actress in Los Angeles in May

Elizabeth Olsen, pictured left in 2018, dropped her ombre blonde locks for a darker brunette look. Right, the actress in Los Angeles in May

Jason Collier, Brand Educator for UK No1 Blonding brand Jerome Russell, disagrees, arguing that certain techniques, like heavy highlights, are no longer stylish.

“Being blonde is still fashionable,” he said. “It’s more the technique that goes out of style, like heavy highlights and balayage, because they’re high maintenance and people are moving to more low-maintenance styles.”

He agrees that natural looks are becoming more fashionable and that customers are “feeling more confident and embracing their true styles and hair colors” – but he hasn’t seen an influx of brunettes.

“For my clients, there has been an increase in people wanting blonde,” he said.

Reality star Elizabeth Sobinoff shocked her fans with a dramatic makeover last year

Reality star Elizabeth Sobinoff shocked her fans with a dramatic makeover last year

She dropped her long, pale blond locks for a brunette look

She dropped her long, pale blond locks for a brunette look

Reality star Elizabeth Sobinoff shocked her fans with a dramatic makeover last year, dropping her long, pale blonde locks (left) for a brunette look (right)

Francesca Hull of Made In Chelsea has ditched her signature blonde locks

Francesca Hull of Made In Chelsea has ditched her signature blonde locks

She has a more natural brunette style now

She has a more natural brunette style now

Since leaving Made In Chelsea, Francesca Hull (left in 2011) has also swapped out her signature blonde locks for a more natural brunette look (right)

“This is partly due to people who let old haircuts grow out during the lockdown and now need an upgrade, but also because of people who have had a haircut for a long time and now want a completely new look.”

Tom Smith, hairstylist and European creative director for Evo Hair, who coined the term “expensive brunette,” told Femail that dark locks are all about achieving “deeper hair energy, dimension and detail.”

As for why so many A-lists opt for the look, he says that brunettes can now look just as “expensive” and “designed” as frosty blondes “it makes sense that a lot of celebrities are interested in the deeper shades.”

Jason agreed: “Of course, as we go into the winter months, we tend to go for darker, richer looks… but after the last few lockdowns, some people are just looking for a more low-maintenance style.”

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