Of course, no new trend is official without a slew of celebrity sightings. At Wimbledon the midi-bob has been spotted on Spice Girls’ Melanie Chisolm, 48, TV personality Stacey Dooley, 35, and Royal Zara Tindall, 41, while Andie MacDowell, 64, had her curls fashioned into a flattering ‘midi’ for Cannes. And yet unsurprisingly, it is Parisians Jeanne Damas, 30, stylist and editor Carine Roitfeld, 67 and actress Philippine Leroy-Beaulieu, 59, who are carrying off the midi-bob with enviable ease.
The key to its success, says Wild, who counts actress Gemma Arterton as one of his regulars, is the blunt baseline. “This lends it fullness and a healthy look that will give it longevity as it grows out,” he explains.