LONDON — Topshop plans to offer high-end hairstyles at a snip of the regular cost starting in December.
To do this, the U.K. fashion mecca teamed with father-and-son hairstylists Daniel and Luke Hersheson to introduce Hersheson's Blowdry Bar at Topshop. Located in the apparel chain's Oxford Circus flagship here, the 350-square-foot space will offer a fashion-oriented styling menu, with each session lasting 30 minutes for $36 at current exchange rates.
"It was important that it be accessible to everyone," said Luke Hersheson, whose father, Daniel, founded the high-end Daniel Hersheson hair salon business, which includes an exclusive salon in central London and one in Harvey Nichols here, as well as a hair product line.
"The basis of Topshop is you don't need to spend that much money to look good," Hersheson said. "The same applies to hair."
The Blowdry Bar is the latest addition to Topshop's services, which include same-day express delivery of outfits to shoppers' homes and offices.
"The Daniel Hersheson Blowdry Bar is a really exciting service addition to our Oxford Circus flagship and offers the perfect finishing touch to a great shopping experience at Topshop," said Jane Shepherdson, brand director for Topshop, in a statement.
The styling lineup, which does not include cutting or coloring services, features seven looks that will change regularly to reflect emerging fashion trends.
"We're giving catwalk looks to the ordinary person on the street," added Daniel Hersheson.
When the space opens in December, looks will include Big and Bouncy, an Eighties voluminous style inspired by Cindy Crawford and Kim Basinger, and Wavy Gravy, a tousled rock 'n' roll coif. Clients can also opt for an array of ponytail styles or a Brigitte Bardot-inspired updo. The idea is to narrow down the number of options available to customers to make choosing the right style easier.
"There's something right to go with every outfit for every girl," said Hersheson.
The new bar will be located in Topshop's lower ground floor next to a block of changing rooms.
"The pink pod is slightly see-through, so people can get an idea of what's going on, but there's also a sense of privacy," said Hersheson, adding the space was designed to have an industrial backstage feel.Stylists, all trained by the Hershesons, will staff the space, which will be run on a drop-in basis. Stylists will use Tecni.art products and Daniel Hersheson styling tools.
The concept could be rolled out to other Topshop doors, depending on the success of the Oxford Circus space.
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