The fashion world is witnessing a vibrant comeback of the "big and bouncy" blowouts, a style reminiscent of the 1990s. Fatima Naveed, a senior brand manager at Duck & Dry, notes that this voluminous trend has become the most sought-after look among clients. This resurgence is not just a nostalgic throwback but a bold statement of glamour and elegance embraced by a wide spectrum of personalities, from celebrities to politicians.
The roots of this trend can be traced back to pop culture influences and iconic figures who have championed this look. Dale Herne, a stylist at Hersheson’s salon in London, credits the rise in popularity of "curtain bangs," popularized by pop star Sabrina Carpenter, as a driving force behind this hair revival. Curtain bangs add a modern twist to the voluminous blowouts, enhancing their appeal among fashion enthusiasts.
The style transcends political lines, with notable figures such as Melania Trump and Karoline Leavitt adopting the look. Melania Trump's hairstylist, Mordechai Alvow, emphasized her preference for consistency in her hairstyle, saying:
“There is a look about her where it’s almost like she’s the mother of the public. You want your mother to have one steady look” – Mordechai Alvow
This consistency resonates with many politicians who appreciate the timeless appeal of the style, regardless of their political affiliations.
Celebrities have also played a pivotal role in popularizing this trend. Beyoncé's voluminised hair during her Super Bowl performance spurred a wave of requests in salons for "Texan blowouts," adding to the momentum of the trend. Pamela Anderson, known for her iconic big hair, continues to inspire many fashion-forward individuals to embrace this classic style.
Fashion designers are incorporating the big hair trend into their runway shows, further cementing its status in contemporary fashion. Sam McKnight used Velcro rollers and a hood dryer to create "bombshell blowouts" for models at 16Arlington's spring/summer 2025 show, showcasing the enduring appeal of voluminous hairstyles in high fashion.
The revival of big hair is also evident in consumer behavior. Sales of old-school rollers have increased by 14% at John Lewis stores, while online searches for "heated hair rollers" have surged by 136%. GHD has responded to this growing demand by adding two new products to its blow-dry range, including a two-in-one hairdryer brush that promises to deliver three times more volume than natural drying methods.
Influencers and bloggers are playing a significant role in perpetuating this trend by sharing tutorials on achieving the perfect blowout. These digital tastemakers have helped popularize the style among younger audiences, ensuring its continued relevance in the fashion landscape.
The popularity of big hair is expected to endure, with many predicting it will remain a signature style for the next few seasons. As Fatima Naveed observes:
“a return to a 90s style, full of volume and root lift” – Fatima Naveed
This style's versatility and timeless charm make it an attractive option for those looking to make a bold fashion statement.