The Real Reason Behind Balmain's Big Hair Swap

Their aim was to use the recent Balmain show to tap into the millennial customers – Jenner and Hadid's social media following for example – who may want to invest in this extreme and immediate idea of hair change.

"We already see it in our business today," Steward Guliker, Balmain Hair's CEO told The Business of Fashion. "Changing your lips from purple to red, that's nice and you can get a reaction. But changing your hair – it's a shock effect. That's what people like to do and be noticed."

From: Harper's BAZAAR US