Perm-tastic fashion statement makes a comeback

11:11am Tuesday 4th March 2008

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IT is the iconic hairstyle of the late 1970s and early 80s - sported by fashion icons, rock stars and footballers.

Now the perm, made famous by celebrities such as Queen guitarist Brian May, football legend Kevin Keegan and chirpy pop star Leo Sayer, is making an unexpected comeback.

After high street retailer Superdrug reported sales of its home perm kits have risen by 50 per cent in the last year, the Daily Echo's own poodle-haired wonderkid Ash Bolton hit the streets of Southampton to see if curls really are making a comeback.

The result was a mixed bag - some shoppers backed the perm, while others ran a mile at the thought of it.

Shop assistant Scott Potter gave two big thumbs up to the curls.

"Perms look good," he said. "All the old footballers had them.

They were proper footballers!"

The 18-year-old, of Ludlow Road, Woolston, Southampton, added: "If my girlfriend came home one day with one though, I would probably dump her."

But steering well clear was Shaun Keates, who said the look was for old people.

The 22-year-old, of Arnold Road, Portswood, Southampton, said: "I hate perms and would never consider getting one myself. You see a few old people with them, but they never look good."

Despite the mixed response, Johnny Beever, a Southampton-based promotions manager for hair salons, said the haircut was definitely enjoying a revival.

"The look is definitely coming back," he said.

"It used to be more middle-aged people getting perms, but now it's getting younger and younger.

"They are quite expensive, so that's good for the salons. Perms are definitely coming back."

Amber Morgan, a stylist at VK Hair Designs in Above Bar Street, said she had yet to see any evidence of a perm revival.

She said: "At the moment we probably only do one perm a month, and most of the people asking for perms are older.

"We do occasionally get young people asking for them, but not very often.

"A lot of hair salons don't actually offer perms any more because they are really tricky to do. You can't really get as nice a look with a perm as you can with a natural curl.

"The perm definitely has its place in society, and could possibly make a comeback, but I don't think it will be taking the hair world by storm."

Proud of your perm from the 70s or 80s? Or do you have pictures of your mum, dad or grandparents unashamedly flaunting their curly top? Send your pictures to will.carson@dailyecho.co.uk.