This week sees London-based super hairstylist Luke Hersheson unveil a new blow dry bar on the ground floor of Selfridges on Oxford Street.
No stranger to the blow dry concept, father-and-son team Daniel and Luke Hersheson brought us the UK’s very first blow dry bar way back in 2006. Situated on the lower ground floor of Topshop’s flagship Oxford Circus store (remember that Mecca?), you could walk in and pick one of seven styles that reflected current catwalk trends for as little as £19. “It was important to be accessible to everyone,” said Luke at the time. “The basis of Topshop is you don’t need to spend that much money to look good, and the same applies to hair.”
As I recall, there was a big and bouncy Eighties-esque style inspired by Cindy Crawford and Kim Basinger; an array of swishy ponytails; a Brigitte Bardot-inspired updo; and at least a couple of fishtail braids.
Fast-forward to today, and the new Selfridges concept has been designed to capture the famously relaxed, welcoming vibe of Hershesons’ Fitzrovia and Belgravia salons — but with a more private, intimate and luxurious feel, tucked away from the bustle of the shop floor. “The way people want to get their hair done has shifted,” explains Luke. “Today it’s about ease, speed, and a space that feels good to be in.”
On offer you’ll discover a carefully curated menu of seven modern, effortlessly polished styles that Hershesons has become synonymous with over the years, from undone, cool-girl waves to big, bouncy brushed-out curls and a pin-straight look that’s all about high shine and clean lines.
Appointments last 30-45 minutes, with styles starting at £49.50. “The blow dry bar has always been about what I call ‘considered maintenance’ – an affordable luxury for busy, modern women who want effortless and easy hair maintenance” says Luke.
For the first time, shoppers will also be able to pick up the brand’s full haircare and tools range outside a Hershesons salon —including my personal favourite, Almost Everything Cream, £14, which I love for taming my frizz and flyaways, the Air Dry Spray, £18, a must-have for achieving that illusive your-hair-but-better finish, and The The Multi-Tasker styling tool, £195.00, which delivers everything from bouncy blow‑outs and elegant waves to perfectly defined curls.
See you there... (hershesons.com)
