How to get the ‘expensive blonde’ look this autumn

Supermodel Kendall Jenner, like the rest of the Kardashian-Jenners, was born with jet-black hair – but that hasn’t stopped her from dying it platinum blonde, a process that took two days to achieve according to her colourist Jenna Perry.

Inspired by 1990s style icon Carolyn Bessette-Kennedy, Jenner entrusted the New York hair colourist with the task of taking her from brunette to blonde for fashion month. She debuted the transformation in its full glory at Bottega Veneta’s spring/summer 2025 catwalk show in Milan on Saturday.

Bessette-Kennedy has been the “expensive blonde” pin-up for as long as I can remember. Her clear, creamy take on blonde (less golden, more pearlescent) is notoriously difficult to achieve if you aren’t naturally fair-haired.

The wife of John F Kennedy Jr wore hers without the bombshell volume often associated with famous blondes like Marilyn Monroe, Brigitte Bardot, Pamela Anderson and Dolly Parton.

Instead, Bessette-Kennedy redefined how blondes were seen by choosing a straight and sleek look, often tied back and teamed with an understated silhouette and perhaps a slick of red lipstick, as Jenner did for the Bottega show.

“Certainly clothes impact mood, and hair colour is another form of dressing,” Perry told Vogue. “Hair colour is the most important accessory; if it’s really good, you don’t even have to brush your hair.”

With a clientele that includes Bella Hadid, Mary-Kate and Ashley Olsen and fashion model Martha Hunt, the NYC colourist has developed what she calls “thoughtful hair colour”, a holistic method that takes into account everything from skin tone to a person’s fashion style.

While Jenner attributes Bessette-Kennedy as inspiration, such a bright hue should be tweaked to work with the individual’s skin tone, which if you’re naturally brunette, means leaving a “shadow” at the roots. When you are naturally as dark as Jenner, Madonna’s hair colourist, Nicola Clarke, says you don’t want to take the colour all the way to the root or it will wash you out. By giving the wearer an intentionally darker root it’s more flattering on olive or darker complexions.

Whatever your natural colour, John Frieda’s creative director, Zoë Irwin, suggests focussing on shine. “We’re seeing a move away from balayage and other more natural techniques and a return to a full head of colour with other shades woven through. It’s what we call ‘uptown blonde’ and it’s really rooted in 1960s fashion,” she explains, adding that to get Bessette-Kennedy’s glossy look, focus needs to be on the “glow factor” to avoid bleaching the condition from the hair.

This can be achieved at the time of colouring, says leading London-based hairstylist Tom Smith. “Whenever we lighten the hair, we’re removing something from the hair, and so this process does leave it prone to damage,” he says. “In recent years, however, advancements in hair science with products such as Olaplex allow us to mix in an additive to our lightening products to protect the hair’s vital molecular structure during the lifting process.”

He adds that, “once lightened, no matter how carefully, the hair will remain in a more porous state, which should be combated by products that protect the hair’s molecular strength like Olaplex No 3 Hair Perfector pre-shampoo strengthening and regenerative hair treatment. Include conditioning and moisturising agents in your regime too by using regular masks such as evo The Great Hydrator Moisture Mask”.

Whereas Kate Winslet’s colourist, Cetera Lamb, says to undergo a dramatic colour change like Kendall Jenner, you need to go one step further by getting hair in tip-top shape beforehand. “The process of going from dark to blonde is quite lengthy and stressful on the hair, so preparation is key,” she explains. “You need to do a lot of bonding and conditioning treatments before taking the plunge, as the healthier the hair is to begin with the better the result will be at the end.”

Moreover, those considering such a bold move need to be realistic. “Depending on what your base colour is to start with and whether you have virgin or coloured hair, the process will differ – and so will the outcome,” says Lamb, who tells her clients that going from black to blonde is a full-on commitment. “Be ready to spend a long time in your colourist’s chair. It took Kendall’s hairdresser two days to turn her into this lovely honey blonde.”

The tone of blonde is key, says Lamb. “The warmer tone makes sense with Kendall’s complexion and eye colour. Someone with paler skin and blue eyes could go lighter and creamier. The key is to make sure your colourist adjusts the undertone to suit you, otherwise you might be disappointed.”

If you’re ready to settle in for a long-term relationship with your new blonde (it’s not easily turned back around), then now is the time to make the change. “Kendall’s colour is a great autumnal blonde,” says Lamb. “So long as you upkeep its condition with treatment masks and regular trims, it will continue to look expensive and chic.”