You’ve (probably) had your hair cut and styled before, but have you ever had it done in a salon that’s only 1m² big? Wella are collaborating with Stockholm Pride 2017 for a concept called ‘Take Pride In Your Hair’. The concept aims to challenge assumptions and expectations in our society about hair should look, and to help people feel more comfortable and empowered in the hair that’s really ‘them’. To do this, Wella are opening up a microsalon on Birger Jarlsgatan, one that’s only 1m² in size. From Jun 19 to 21, people can get a free haircut from Wella Professionals, with the only requirement being that the styling “should reflect the person’s true self, and the haircut should be worn with pride”.

John Hallberg, Commercial Director at Wella Nordic, says “Regardless of how judgement-free we usually are, we all still have preconceptions when it comes to hair. But what is it really that determines what is feminine or masculine, sexy or serious, trendy or frumpy, hetero or gay? What, for example, says that the elderly should not have long hair, or that a minster shouldn’t have a ponytail? With this initiative, we want to get more people to reflect on the many preconceptions and stereotypes that exist. Above all, we want to help people to show off who they really are, with the help of their hair”.

Wella will also be running the hashtag ‘#Takeprideinyourhair’, which will give those who are happy to show off their stereotype-challenging haircut on social media the chance to win a trip to Stockholm Pride, including festival tickets, hotel and travel tickets.

The ‘1m² by Wella Professionals’ salon will be open until Jun 21. Bookings can be made here, and drop-in is also available. A second pop-up salon will open during Pride in August.

1m² by Wella Professionals’, Jun 19-21, Birger Jarlsgatan 17B