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Oh dear, how embarrassing. It’s midday on Saturday in the heart of one of our busiest cities and some kind of mass evacuation appears to be taking place. Oddly, there’s no sign of panic. No bells or sirens. Not even a whiff of smoke.

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Yet a large hairdressing salon must be burning to the ground somewhere – why else would dozens of young women be out on the streets in broad daylight with their hair in curlers?

Of course, there is no emergency. This is Liverpool, glamour capital of the UK, which consistently tops the premier league when it comes to pampering. Here, the average woman spends three times more on beauty and grooming than her counterparts in other parts of the country.

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Amanda Harrington and Chloe Cummings, stars of reality TV show Desperate Scousewives, are typical of the women in Liverpool who are now the nation’s biggest buyers of traditional hair curlers and hair nets

The city boasts 300 tanning salons – six times more than the national average – and the naturally lily-white Liverbirds are 35 per cent more likely to buy tanning products than any other group of people.

It’s the place that luxury retailer Harvey Nichols chose to open its first cosmetics-only store three years ago and last year the city was proclaimed the ‘boob job capital of Britain’ in a survey by a cosmetic surgery website.

Superdrug, meanwhile, reports a resurgence in sales of traditional hair curlers, with Liverpool its top city for the products.

Now it’s got another string to add to its beauty bow – Scousers not only buy the most rollers, they also buy the most hairnets.

Last week, retailer House of Bath said sales of hairnets – which conjure up memories of soap battleaxes Ena Sharples and Nora Batty – have risen for the first time in more than 50 years.

Sales have gone up by 43 per cent and the retailer claims 64 per cent of those sales are in Liverpool.

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Superdrug has reported a resurgence in sales of hair rollers with Liverpool its top city for the products

Most women in recent times would rather curl up and die than be seen in their rollers in public. But the women of Merseyside don’t give a shampoo and set what others think.

They’re wearing the hairnets to perfect the big, bouncy-haired look favoured by Liverpool WAGs Abbey Clancy, Coleen Rooney and Alex Curran.

Sporting them in public has become a ‘Scouse fashion statement’, according to the city’s evening paper, The Liverpool Echo, which boasts that it has become synonymous with the city’s women.

‘Scouse women love to be ultra- glamorous for a night out and they’ll spend all week getting ready for it,’ says Laura Flynn, manager at Toni and Guy hairdressing salon in the city centre.

‘It really doesn’t matter to them if they’re seen walking around during the day with their rollers or nets and their fake tan freshly applied as long as they look gorgeous on the night.’

Wearing hairnets and curlers is not a new phenomenon. Nationwide in the Forties, Fifties and Sixties, women would often do their shopping in curlers, nets and headscarves.

But why has the trend taken off in this part of the world as opposed to, say, Nottingham or Glasgow?

‘This sounds horrible and I really mean it in the nicest possible sense, but Liverpool is a city which has a village mentality,’ says Laura Flynn.

‘Everyone seems to know everyone else so when you see some-one setting a trend, it catches on very quickly.

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‘Of course, you’ve got the WAGs such as Abbey and Coleen doing it, but then you have to wonder: are they setting the trend or following it because they’re also from Liverpool?’

Wandering up Church Street in the city centre, the hairnets, I’m told, by the roller-wearing girls we speak to, are worn mostly in bed or on windy days. I visit Paul’s Hair World, where supervisor Lindsay tells me that over the past year inquiries about hairnets have soared.

‘We get around four women a day asking for them, but we only sell them on our website,’ she says. ‘They like to wear them at night to protect their hair.’

In Liverpool’s Lime Street station, Keeley Hannington, 31, has a bridal veil covering her curlers. The hospital receptionist is on her hen night with a dozen friends. ‘I wear my hair in curlers all the time and I’m not embarrassed, especially as everyone does it,’ she laughs.

‘I don’t care what other people think. I’ve got thick hair so it takes three hours to set and I want it to look glamorous to go out.’

On the outskirts of Liverpool on Aigburth Road, Lisa Stirrup, 36, and her friend Steph Edwards, 28, are also rocking the roller look with sparkly gold sponge rollers – known as ‘sleep-ins’ – that they can wear overnight.

‘Liverpool women take a real pride in how they look and it can take me a day, or even two, to get ready for a big night out,’ says Lisa, whose blonde highlighted hair, piercing ice-blue eyes and deep (fake) tan would not look out of place on the soap Hollyoaks.

‘I’ve got a graduation party tonight, so last night I had my spray tan. Today I’ve had a ‘curly blow’ (meaning the hair has been curled and set in rollers) and I’ll keep them in until the last minute.’

Lisa adds: ‘I occasionally sleep in them using a hairnet to keep the curls smooth and I never mind going out in public wearing them. I’ll go to shops, hotels, even the airport, and no one will look at me twice.’

Curlers in public has become a ‘Scouse fashion statement’ synonymous with the city’s women

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Steph, a marketing manager, says she wears rollers at least twice a month.

‘I’m lucky because if I have my hair in rollers at the weekend, it lasts nearly all week,’ she says.

‘I’m not too bad when it comes to getting ready for a night out, but Liverpool women like to make a day of it: going to a salon, having a drink and something to eat while they get ready.

‘I don’t mind walking around the shops like this as no one pays you any attention but I did it once in Manchester and felt like an alien. It does seem to be a Liverpool thing. It’s part of our culture.’

But the look is catching on. In Lisa’s salon, Glamor, women from all over the country arrive asking for a Liverpool curly blow.

‘We get at least 20 requests a day – sometimes more at the weekend – and it’s because hairdressers here do a really good curly blow with rollers, rather than just blow-drying it curly,’ she says. ‘It gives better bounce and volume.’

With 3,000 millionaires in the area, including footballers, musicians and business moguls, Lisa thinks status as well as social media has a large part to play.

‘You can easily spend £200 just getting ready for one night, but you don’t feel comfortable if you’re not glammed up.

‘Having your hair up in rollers is a status symbol, showing you can afford to have your hair done nicely and that you’re heading for a big night out.

‘Plus the younger girls are always posting pictures of themselves at parties on Facebook so they want to look your best. It gives you a lot of confidence.’

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It seems the only emergency in this city will be if they ever run out of hairspray.

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