Stylist to Alexa Chung and Rosie Huntington-Whiteley, George Northwood opens up his first London salon - and he's gone to great lengths to provide 'alternative luxury'
If you want an 'Alexa' there is only one man to see, and that's George - George Northwood. Stylist to Alexa Chung - who describes him as a 'hair magician' - Rosie Huntington-Whiteley and most of the UK's leading beauty editors, Northwood has been to go-to man for effortlessly chic cuts for over a decade.
The fashion pack have been following Northwood - and his illustrious career, from Daniel Hersheson to the Josh Wood Atelier and now all the way to 24 Wells Street, W1 where today he puts his name above the door and opens up his first London salon.
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Northwood has also been following us - the 'modern woman'. 'In recent years I have seen a real change in the way that women approach the salon environment,' he explains. 'Busy, fashion forward women no longer want long winded salon services or to spend hours of unproductive time in the salon. They want to come into a friendly, cool space, look great and have the chance to work or rest,' he says.
'George Northwood' is his take on what he calls 'alternative luxury.' That roughly translates into a design aesthetic more akin to a New York townhouse, and a service and salon where clients will 'leave with a smile and a swish,' he hopes.
They certainly will - with the help of design company Trunk, a handpicked edit of the best stylists and colourists in London, including his sister Sally, and Northwood's attention to detail this is the new home for 'happy hair' - (Northwood's words not mine). 'Happy' because this salon service - with spaces to work (amongst the bespoke upcycled furniture are chairs and a Colour Hot Desk with iPad and iPhone chargers), cycle parking outside for those travelling on two wheels, plus a super quick cut and colour menu which focusses on balayage - fits in neatly to our lifestyle. And doubly happy because the Herb House Hairspa (the new term for 'backwash' apparently) features sulphate-free shampoo by Pureology (the brand of which Northwood is the ambassador) and the most comfortable basins we've tested, while cold-pressed juice company Roots & Bulbs are providing the drinks - George's Marvellous Medicine promises to power up our follicles. For something sweeter there are branded M&M's, as well as a selection of Mrs.Northwood's own cakes. You see? Happy.
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'Getting your hair shouldn't feel like a chore,' says Northwood. The waiting however, might; seeing as Chung and Huntington-Whiteley nabbed the first two bookings, you'll have to wait two months to see Mr Northwood.
Cuts from £75, colour from £60. Cuts with George Northwood, £300. George Northwood, 24 Wells Street, London, W1, http://ift.tt/1iSe7RZ or ring 020 7580 8195
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