Vidal Sassoon taking inspiration from iconic 1940’s designer Claire McCardell and provocative photographer Lillian Bassman for new Spring look Blithe

It’s funny how quickly style changes. Last year we wanted all things obnoxious and eighties and now we’ve reverted to the cool and classic 1940’s, a time when sexy was being re-invented with revealing wet suits and tailored work dresses. The war brought out a strength in women that was echoed in their confident attire; bold and polished. It was a time of discovery, endurance and a re-defining of roles.

Bassman’s photography is practically erotic while maintaining huge amounts of control. McCardell’s designs are striking, cutting edge and exert power while also exuding feminity. Looking at them together makes us want to sip on a stiff martini and relay the rules once again to all those who cease to pay attention. LISTEN. The women in the photos conjure up moody dreams of nightly sashaying to Edith Piaf followed by melancholy baths smoking slow ‘O’s’.

Together – blending deluxe materials withsimple, classic shapes, they created a look that epitomized discreet elegance. This simplicity and clean cutting have become the hallmark of New York fashion. Drawing on this world of understated luxury, Sassoon International Creative Director Mark Hayes has designed a collection that is utterly feminine and contemporary. To that we say, go ahead and Blithe Me.

P.S – Grandma you were hot!