‘I think it’s the word – ‘wig’!” says Melanie Burrell, scrunching up her nose. “I prefer ‘hairpiece’.” It’s part of the reason why, when she opened her wig business in Glasgow in 2010, she called it Parrucche – the Italian word for “wigs” being a little more discreet, especially when it came to signage.
But the stigma once associated with wig wearing is quickly diminishing. Outside of Black and queer communities, where using hairpieces has long been commonplace, wigs were once associated with attempts to conceal hair-loss, or for fancy dress. But in recent years, their appeal has broadened. According to data insights company Statista, the global wigs and hair extensions market is predicted to reach $13.28bn this year. For men, toupees, now more commonly known as “hair systems”, are part of this resurgence.
