# Poofy Femme Mullets Big Hair For the Black and White Editorial 'Tough Love' in W Magazine By Marissa Liu | Published 2010-04-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/tough-love-in-w References: [forums.thefashionspot](http://forums.thefashionspot.com/showpost.php?p=7059187&postcount=62) & [models](http://models.com/feed/?p=9334) Photographer David Sims captures the late 80s-flavored hair-centric editorial 'Tough Love' in W magazine. Featured in the magazine's May 2010 issue, 'Tough Love' stars models Alla Kostromichova, Patricia van der Vliet, Heidi Mount and Kamila Filipcikova. Guido Palau created the [voluminous manes](https://www.trendhunter.com/trends/zara-hair-1) we see for 'Tough Love' in W while fashion editor Alex White put together the [androgynous and edgy outfits](https://www.trendhunter.com/trends/contemporary-femininity). Some of the [hairstyles](https://www.trendhunter.com/trends/wet-brush-goody-x-loveshackfancy) are more accessible than others and the editorial vacillates between late 80s excess and early 90s grunge. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 16% | Activity: 20% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hair](https://www.trendhunter.com/hair) ## Key Themes ### Why This Trend Is Growing - **80s-inspired Hair:** Opportunity for disruptive innovation in hairstyling products and techniques that recreate the bold and voluminous hairstyles from the 80s. - **Androgynous Fashion:** Potential for disruptive innovation in gender-neutral fashion designs and styles that embrace androgyny. - **Nostalgic Editorials:** Opportunity for disruptive innovation in editorial photography and styling that taps into nostalgic fashion eras for inspiration. ### Industries Being Reshaped - **Hairstyling Products:** Possibility for disruptive innovation in the development of hairstyling products that can create and maintain voluminous, retro-inspired hairdos. - **Fashion Design:** Potential for disruptive innovation in the fashion industry with the creation of androgynous fashion lines and styles that challenge traditional gender norms. - **Editorial Photography:** Opportunity for disruptive innovation within the field of editorial photography, with the focus on creating visually striking images inspired by nostalgic fashion eras. ## Related on Trend Hunter - [Personality-Packed Wines](https://www.trendhunter.com/trends/mullet.md) - [Expressive Hair Campaigns](https://www.trendhunter.com/trends/main-character-hair.md) - [Punk Rock-Informed Fall Fashion](https://www.trendhunter.com/trends/superculture-collection.md) - [Athlete Hair Campaigns](https://www.trendhunter.com/trends/athlete-hair-campaigns-schwarzkopf-professionals-up-your-hair-game-celebrat.md) - [Ultra-Performing Mousse Sets](https://www.trendhunter.com/trends/designme-x-framar.md) - [Expressive Haircare Campaigns](https://www.trendhunter.com/trends/play-in-color.md) - [Anniversary Barber Polos](https://www.trendhunter.com/trends/mr-brothers-cut-club.md) - [Inclusive Hair-Styling Campaigns](https://www.trendhunter.com/trends/myhairamimodo.md) - [Disruptive Hairstyling Campaigns](https://www.trendhunter.com/trends/the-lab-of-life.md)