The trend for quarantine hair transformations is showing no signs of slowing. Earlier this week, Emily Ratajkowski revealed her newly bleached honey-blonde hair, and was swiftly followed by Kylie Jenner, who opted for an icier platinum (before swiftly taking it to bubblegum pink). Khloé Kardashian has joined in too, darkening her signature hue to a cool-toned shade of brown.
Now, Kim Kardashian West has unveiled her new lockdown look: a deep burgundy red, which makes a sharp departure from her usual jet-black or ice-white hues.
Kardashian West debuted the new look with a series of Instagram stories yesterday, styling her cherry-red lengths in a high bun, teamed with face-framing tendrils that only heightened the nostalgic 90's vibes.
Meanwhile, the star's long-time hair stylist Chris Appleton shut down the usual rumours before they even began: “It’s NOT a wig,” he stated on his own Instagram. That's that, then.
Kardashian West's bold transformation follows the news that she has inked a $200 million deal with Coty, who have purchased a 20 per cent stake in the star's beauty business. The new partnership will include Kardashian West's existing fragrance and make-up collections, and will reportedly see the beauty mogul entering new categories, with skincare first on the list.
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