London is loving the Lob

We were all told palazzo pants, pleated A-line skirts and perilous platforms would be must-have style items this season, but it is an unexpected Seventies-inspired trend that celebrities are signing up for: the lob.

This one-length, collarbone-skimming "long bob" can be caught on everyone from Fearne Cotton to singer Jessie J, actresses Jessica Alba, Jennifer Aniston, Kate Bosworth and Scarlett Johansson, fashion "It girl" Olivia Palermo, and most recently Marina Diamandis, frontwoman of Marina and the Diamonds. Now the trend is taking off and women across London can't wait to lob it off.

"It's going to be the big hairstyle this season," confirms Jason Cocking, director of Lisa Shepherd London. "On average, we're been doing around 20 a week but recently we did more than 30." Former London Hairdresser of the Year Karine Jackson agrees. Her West End salon turns out two to three lobs a day and she says other top London salons will be doing the same.

Think Seventies hair and an image of big, Studio 54-style waves springs to mind. However, the lob's sophisticated, sleek lines - which referenced the geometric cuts made iconic by Vidal Sassoon in the Sixties - were sought after worldwide. They now point to the shape our hair will be taking this season and next. "We are starting to move away from that looser, boho look which has been so popular," explains RUSH's editorial director Tina Farey, who also heads the company's session styling teams at Belle Sauvage and Pam Hogg's London Fashion Week shows.

"Like the clothes, hair is becoming cleaner, very Seventies A-line and sharp. Which is why this cut is really taking off now." For most mere mortals that is good news. Unlike some of the more ex-treme trends we have witnessed on catwalks over recent seasons, this look is stylish but safe.

"It's perfect for every face shape and a one-length cut always looks chic," says This Morning's resident hairdresser, Jamie Stevens. "Jessie J's block colour and blunt fringe adds a modern edge, which is great for younger clients. Fearne Cotton's textured, rocky version and Jessica Alba and Jennifer Aniston's sleeker styles show how well it can work on anyone, of any age."

While the majority need only ask their hairdresser for a blunt, one-length cut which sits in the dips of their shoulders, Stevens suggests those with a stronger jawline should opt for a side rather than a central parting. Those with round, oval and heart-shaped faces can go for either and even incorporate a blunt fringe.

He adds: "It suits the majority of hair types but I would suggest those with super-fine hair invest in heated or Velcro rollers, to create body, and those with very curly hair remove some weight from underneath, to avoid their shape becoming triangular."

Cocking suggests those with a broader back ask their hairdresser to cut the style slightly shorter behind - just off the top knot of their spine. Jackson adds: "The best thing about a lob is that it is very versatile. Importantly, it's still long enough for you to curl, wave or even tie up." Which, she says, makes it perfect for another big trend this season: the ponytail.

"Like the original, sharp Sassoon looks, this is low maintenance," says Cocking. "The clean line of the cut means it grows out nicely without losing its shape. You'll easily be able to leave 12 weeks between appointments."