Some of its appeal may be seasonal because hair tends to naturally fluff up in summery temperatures, and we can’t be bothered to use unnecessary heat to try to tame it.

“But it’s also part of a bigger move toward individuality and freedom in how we wear our hair,” Tom notes. “We’re slowly stepping away from hyper-glossy, over-controlled hair and leaning into something gentler, and more free. Cloud curls feel emotional and romantic and they really speak to the authenticity of textured hair.”

In other words, rather than scoop your curls into a low bun – or fight your natural texture with straighteners – cloud curls are all about embracing that gorgeous halo of soft, fluffy curls. Better still, the trend has moved on, and Tom says he’s now seeing people with all curl types embracing cloud curls.

Cloud curls 2.0 are about more deliberate shapes, he says. “Think rounded silhouettes, diffused layers, and curls that are shaped with intention but never tamed too much. There’s an increased confidence in wearing volume and a celebration of airiness rather than heaviness or bulk.”

How to create cloud curls:

Tom emphasises the importance of a good cut. “Ask your hairdresser for a rounded shape with soft, diffused layers that encourage volume at the crown and a halo effect around the face,” he says. “You want to avoid overly defined layering or hard, weighty lines. Instead, think cloud-like in structure as well as texture.”