In a bold departure from her usual sleek bob, Kourtney Kardashian has embraced a stunning retro hairstyle for her latest Lemme campaign. Known for her consistent style, Kardashian’s recent collaboration with her wellness brand marks a dramatic shift, favoring big, teased volume that harks back to a bygone era.
Since her relationship with Travis Barker began in 2021, Kardashian has largely adhered to a sleek bob, dark wardrobe, and goth-glam aesthetic. However, for this particular photoshoot, she has fully embraced a nostalgic look. The campaign for Lemme Glow Lollipops features a late-’50s, early-’60s soda fountain theme, complete with a neon jukebox, polkadot outfit reminiscent of the Pink Ladies, and an array of candy.
The centerpiece of Kardashian’s look is her voluminous, teased hair—a playful nod to the glamour of the past. Styled by celebrity hairstylist Dimitris Giannetos, known for his expert touch with big, sultry hairstyles, Kardashian’s hair features a substantial beehive at the crown, seamlessly blending into her artfully tousled blowout. Prior to releasing the final campaign images, Kardashian shared snapshots showcasing her teased ponytail, which drew inspiration from early 2000s styles, specifically the puffed ponytails and hair poufs that defined the era.
This retro revival is part of a broader trend, as ‘60s-inspired beauty has become increasingly popular on the red carpet this summer. Notable examples include Kerry Washington’s French twist, Kaia Gerber’s teased, headband-accented style, and Tracee Ellis Ross’ voluminous ponytail at the 2024 Emmy Awards. After several years dominated by relaxed, ‘70s-inspired hairstyles, the trend is clearly shifting back to vintage glamour.