- Merge trend is going to explode in 2015 Now everyone will have plaits. – Kjendis.no

(Dagbladet): – There is a trend that does not cost money and suitable for all ages, regardless of how one looks. One need not be super model to dress a nice merge, says “merge Mama,” Bente Helen Schei, Dagbladet.

After she last created the accountflettemamma on photo sharing service Instagram, she has been a rapidly growing fanbase. On Instagram she now closer 90,000 followers and she frequently add new pictures of different braid hairstyles.

In October, she released “Merge Boka”, which now sits on sale top faktabøker in Norway.

Publisher’s editor Find Totland says that the book so far has a circulation of 40,000, which is about to go empty. 10,000 new are already booked.

– Very fun

– It is very fun. We saw the potential there and had faith in it, but you never expect 50,000 books sold in this industry, he said.

Various crafts books have sold large in recent years, including knitting has been a big trend on the bestseller lists. This is the first book about braids in Norway and Totland believes there is a trend with huge potential.

– Such trends can spread tremendously when they first hit and people are curious. I’m no fashion expert, but you see the this around a lot, such as when Mette-Marit popping up at a party with plaits. People leave enough inspire, says Totland.

Bente Helen Schei told Dagbladet that she is overwhelmed, touched and humbled by the response her book has received.

– It’s probably not alone my profits that this trend has taken off, but I have enough hit something and helped to develop the trend in Norway. There have been huge overseas for a few years, and I let myself be inspired by foreign merge accounts on Instagram, she says.

It all started when she began to braid hair on their daughters to try, and so she was quickly bitten by the bug. It was when she started Instagram account, which gradually grew in number followers. She describes the past year as a travel dream and positive feedback flows.

-Ekskluderer no

– I think it’s finest is that this is a trend that does not exclude anyone, and I get feedback that children braids together at recess and from mothers who rejoice to merge hair of the children, she says.

She also receive several inquiries from hairdressers who want her to keep braid courses and who will sell the book in the lounges.

– It’s a bit funny that a mother of four who have this hobby can help to inspire professionals in such a trend, she says. Normal 0 21 false false false NO BOOK X NONE X-NONE

Art Director at hairdressing chain Adam and Eve, Pontus-Judas Boqvist confirms that merge trend has gained a solid upswing.

– Several lounges organizes now merge Friday and there is a big focus on the industry courses in fashion magazines and on the catwalk. Merges has been popular for a while, but I think it’s going to explode outward in 2015. I particularly believe in braids with a lot of texture, a bit “messy” braids, he says.

He believes braid trend hit a large audience, because it can be combined in so many different ways.

– Merges can be anything from super elegant to super rough. We are a little trend increasing herd animals too, so when we see that celebrities and models on the catwalk has braids, and books as “Merge book” comes, so we follow enough after, he says.

In the lounge they notice that increasingly more people want braids also in various productions bride. This trend has also marked by Jan Thomas Studio, says owner and CEO Christopher Mørch Husby Dagbladet.

– Merges has been popular long, but we see in particular that more dare to walk away from the more classic bridal arrangements, rather choose unfolded hair or braids, he says and continues:

– We’ve made some merge videos in recent years, and we see that this is among the most popular videos ours. “Merge book” has enough hit an existing trend and taken it further. People love things they can do themselves with recipes they can follow. Then merge spot, he said.

Growing trend

Fashion Expert and Editor in Vixen, Ida Einarsdottir, absolutely believe thatflettemamma on Instagram and “Merge book” will lead braid trend to new heights in Norway come.

She emphasizes that so-called “Do it yourself” trends and not least braids have been super popular a while.

– We’ve seen it both on the catwalk and street fashion, and both celebrities, fashion bloggers and fashionistas have embraced the trend. It is entirely appropriate for the party season, and not least for next spring and summer both the sporty look is and the oppdarte folklore trend, she says.

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