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Why Blonde Hair May Be "Cheugy" Now, And Some Hair Trends You Can Expect To See In 2022 (According To TikTok)

Where do YOU stand on the blonde cheugy discourse?

Recently, i-D put out an article titled, "Is blonde hair...cheugy?" and set the internet ABLAZE!!!!!!!!!!!

TikTok / @i_d

For those of you who are like WTF is "cheugy"? Pronounced "chew-gee," it's a term used to describe something that's "out of date" or "clearly trying too hard."

i-D presented us with this editorial hot take after several viral TikToks claimed the popular hair color was on the outs.

TikTok / @girlbosstown / Via

And while this may or may not be true, *cue Carrie Bradshaw voiceover* I couldn't help but wonder...why is blonde hair being considered cheugy?! What caused this sudden societal shift?!! And where do all the blondes go from here?!?!?!?!


Luckily, the TikTok account The Digital Fairy or @thedigifairy — which makes lots of trend forecasting and social commentary videos — weighed in on the conversation. And ya know what? Points were, in fact, made.

TikTok / @thedigifairy / Via

First, in both the i-D article and The Digital Fairy's TikTok, they noted how lots of classic blonde It Girls™ — namely Gigi Hadid and Hailey Bieber — have seemed to opt for darker locks in recent months.

TikTok / @thedigifairy / Via

The Digital Fairy commented that some people are referring to this specific light shade of brown as "expensive brunette," but noted the double standard of the term.

TikTok / @thedigifairy / Via

Besides having the anti-blonde initiative spearheaded by celebs, The Digital Fairy hypothesized that all the "pandemic-era quarantine hack jobs that involved a lot of bleach" may have played a role in the trend toward dark.

TikTok / @thedigifairy / Via

The Digital Fairy also brought up that being blonde often comes with a hefty price tag and that they see "recession roots" coming back into style in 2022.

TikTok / @thedigifairy / Via

"It was just girls not having enough money to upkeep their blonde and growing out their natural roots, and then it became a trend," they explained. And as any former Tumblr girl would agree, "It really fit the indie-sleaze vibe of the time."

i-D pointed out that moving away from blonde might also be a trend toward "more diverse beauty ideals."

TikTok / @thedigifairy / Via

They quoted Michael Nolte, the creative director at Beautystreams, who said: “Thanks to the growing representation of diversity in the media, embracing natural hair color and texture has become a way to affirm one’s personal background and culture."

Gen Z's interest in sustainability — think eco-conscious beauty products as well as hair health — may be a contributing factor.

TikTok / @i_d

Still, blonde will never completely go away, but will just take on slightly new shades and — according to Carla Salceda, the color director at Sassoon Academy — even shapes.

TikTok / @i_D

In i-D's article, Salceda told them that they've been "adding depth into the hair with the barcode technique" and have started getting requests for more Y2K revival looks, such as chunky highlights and even horizontal patterns.

Unsurprisingly, The Digital Fairy's comment section was split between blonde stans and brunette truthers.

TikTok / @positivewatermotel
TikTok / @honeywand
TikTok / @urcatsfavwatersource
TikTok / @madelinerebecca / @tea_lesbian / @betnyjeann
TikTook / @thefashionpisces

While I'm sure there will always be dye-hard blondes, I just find trends and where they come from so interesting. So for the sake of discourse, where do ✨YOU✨ stand on this topic???

  1. Is blonde hair cheugy?

    Is blonde hair cheugy?

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