Italy: Addio Red Heads

When Paris Designer Hubert de Givenchy outfitted his models with wigs in 1958, he thought of them merely as gimmicks. To American women the gimmick rapidly became a fact of life. According to some estimates, they now spend as much as $100 million a year on hairpieces, and their passion for perukes gave a lift to the wigmaking industry of Italy. Now Italy's wigmakers have run afoul of the Cold War, and they are tearing their hair.

Because the olive oil-rich Italian diet yields some of the world's finest, most naturally silky hair,...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!