We took to the streets of London to learn a bit about the decisions women are making about fashion. In particular; their hair. According to Rose Weitz author of Rapunzel’s Daughters: What Women’s Hair Tells Us about Women’s Lives, hair is one of the primary ways we declare our identity. “It is personal, growing directly out of our bodies,” she said. “It is public, on view for all to see. And it is malleable, allowing us to change it more or less at whim. As a result, it’s not surprising that we use our hair to project our identity and that others see our hair as a reflection of our identity.”

Case Station wondered if women would consider dying their lovely locks a bright color for the sake of fashion, or for any reason. Of those surveyed, we learned two thirds of 25 to 34 year olds (59%) say they are tempted to follow in the footsteps of celebs such as Kylie Jenner, Caroline Flack and Pixie Lott by dying their hair. Red, purple, and blue were the faves to experiment with.

We found some of the reasons women change their hair have to do with a change in season, a fresh start after a break up, losing weight, a new job, among others things. Our study also found that changing hairstyle is the most popular way to express style and individuality, only 2nd to fashion.

Hair is an expression of who we are and what we hope to be. Young women want to make a statement of who they are through personalization. Blue hair, fringed bags, tattoos and piercings are just the tip of the statement iceberg. At every corner they can shout who they are through the customization of their wardrobe, hair, face and accessories.

Case Station is proud to be an outlet for personal expression. #DareToBeDifferent