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‘We can promise great hair to everyone who visits the salon, but I also wanted to make a contribution to the circular economy by providing an opportunity for a garment to have a second life. They can bring anything, but preferably a dress,’ explains Northwood of the rail which has been set up. ‘We want the salon clients to swap a garment they no longer wear for another at their hair appointment. Besides Chung and Winkleman, Stella McCartney and Edith Bowman were also instantly on board with his ‘dress circle’ idea. Hairdresser George Northwood tends to an A-list roster of models, actresses, presenters and fashion insiders, so when he decided to have a sustainable Christmas at his Fitzrovia salon, he knew exactly who to call.
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Excitingly, this year, you don’t need to be mixing in celebrity inner circles to get a slice of their style because several places have done the hard schmoozing work for you, persuading some of the country’s best-dressed women to open up their party collections to the rest of us. Now imagine if it wasn’t just any old friend you were borrowing from but Alexa Chung, Claudia Winkleman (I can’t be the only one obsessed with her rock-chic Strictly style) or Kate Moss. If you’ve ever raided a friend’s wardrobe for a last-minute party outfit, then you’ll be familiar with the thrill of getting a new look without breaking the bank or succumbing to the temptations of the constant barrage of ‘buy, buy, buy’ messages we’re bombarded at this time of year.