Fifty shades of grey? Why not!

By Claudia Mei and Gabriella Arena

Fifty shades of grey? Why not?

For a long time, fashion and beauty industries have promoted a very specific idea of beauty, often associated with certain standards – youth being one of them. 

Because of this, grey hair has traditionally been “hidden” (dyed), considered something that people (especially women) should avoid showing. 

However, in recent years we have started seeing some changes.  

Promoting inclusivity in fashion

Some fashion brands, photographers and magazines are beginning to include older models encouraging ageing naturally. By doing so, fashion is helping promote a more inclusive idea of beauty. 

For example, the Dove’s Real Beauty campaign launched in 2004 aims to challenge the general beauty standards using real women, embracing different body types and grey hair. 

Over time, the campaign has expanded beyond advertising through programmes such as the Dove Self-Esteem Project. 

Dove has also decided not to use digital distortion or AI-generated images in its marketing. The campaign has played a key role in shaping global discussions on body positivity while helping grow the brand into a $7.5 billion business. 

Is ageing naturally a bad thing?

But some women are still questioned and criticised for not colouring their greys and women that decide to age naturally are seen as very confident people.

“Grey hair is a major evolving fashion trend embraced as sophisticated and confident” according to Vogue. 

I wish I had the confidence to embrace growing old gracefully, but I haven’t got to that stage yet,” said Anna Mamouli, a 55-year-old retail assistant. Listen to what else she has to say here:

In the UK more than half women dye their hair, reflecting how this is still tied to beauty standards. In London where fashion trends are usually stronger, it could be higher.

A statistic showed that around 53% of women colour their hair in a salon.

Women in London, including areas like Islington spend an average of £120.00 for hair colour treatment. Regular salon clients may spend thousands of pounds annually and probably a women might spend a total of £50K in a lifetime.

Alka, 61, shares her experience with her own grey hair:

Image by Gabriella Arena

A new colour blending trend is growing rapidly in salon around the world and younger women are dyeing their hair less often, partly because of health, partly because they want to retain their authenticity.

There is also a difference in how women and men not colouring their hair are viewed. It seems to be more acceptable for the latter, who are perceived as “silver foxes”.

The younger generation have a different perspective. Martin Grant, a 21-year-old receptionist said: “My answer is about the same for both men and women … older age and wisdom is the immediate thought.

“In fashion I have been noticing more people recently dyeing their hair grey at generally younger ages and I think it’s quite cool!”

Image by Gabriella Arena