Alexa chung talks inoa colour, hair icons and the hairdressing industry

There aren’t many celebrities that can truly be called a trendsetter, but then Alexa Chung isn’t any normal celebrity. What the 29 year old wears the rest of the fashionistas follow and she's even enjoyed the honour of having a designer handbag named after her; the Mulberry Alexa. She is a muse for several designers and regularly appears on best-dressed lists. American Vogue’s Anna Wintour has described Alexa as a phenomenon, while Chanel designer Karl Lagerfeld has described her as “beautiful and clever, a very modern girl”. In 2010, she was presented with the British Style Award by the British Fashion Council, which recognises an individual who embodies the spirit of British fashion and is an international ambassador for the UK as a leading creative hub for fashion. This was followed by the British Style Award at the British Fashion Awards, which is voted for by the public. Alexa’s career has gone full circle, starting out as a model before turning TV presenter. Now she is colour ambassador for L’Oréal Professionnel Inoa and is modelling their latest sun-kissed summer shades. Now Alexa will be seen promoting the ammonia-free colour to consumers, urging them to visit their local salon for a new look. So what does she think about her hair? HJ: You are a well-known brunette - but now you're an ambassador for Inoa, how important do you think it is that women experiment with colour and tone? AC: I'm endorsing the Inoa range working with my colourist Jose Quijano from Neville Hair & Beauty in London. We used UltraBlonde for this look (above). Jose used a balayage technique and mixed a couple of the Inoa cool and warmer tones from the UltraBlonde collection to give my hair a sun-kissed effect. It’s a more sophisticated brunette colour inspired by this season’s blondette trend. It also adds depth to my hair and works well with my natural texture. With the summer looming I wanted something lighter. I liked the idea of having a sun-kissed finish so my hair looks like I’ve been on holiday to Sardinia for two weeks and the sun had lightened my hair naturally. HJ: What is your haircare regime and what would your top tips be for achieving your signature look? AC: My hair regime is low maintenance. I wash my hair everyday with Inoa colour care and use Mythic Oil on the ends. HJ: Who is your hair icon? AC: There’s several – Jane Birkin, Mick Jagger and Anita Pallenberg. HJ: How important is your hair style and colour to your overall image? AC: My hairstyle and colour are important as it’s a key part of my look. I like my hair to look natural and reflect my style. I don’t like to be too groomed as I just don’t feel like that’s me. I’m not renowned for doing wacky, bold hair colours either – I like my hair to be quite classic and subtle. I used to have dip dye but that’s about as wacky as I’ve ever got. HJ: What impressions do you have of the hairdressing industry? AC: I attended the L’Oréal Colour Trophy last month where I presented the Young Colourist Award to seven inspiring young hairdressers. It was an exciting evening and I was impressed by all the talent. HJ: What differences have you seen between hair in the UK and your other home of New York? AC: In New York, girls have groomed, bouncy blow-dries whereas in London the hair is more low maintenance. However, both looks work well in their respective cities.