It's true that platinum blonde hair is far from effortless. It takes a good stint in the salon chair to achieve and yes, it may well discolour at the whiff of chlorine or surplus sunshine.
How then could it possibly be considered the coolest shade for summer? Well, sometimes the best things in life require a bit of effort and, what's cooler than being cool? Ice cold. Just ask Outkast, or the shade's most devoted enthusiast, Rita Ora, who's been rocking platinum strands for the best part of a decade.
In fact it's impossible to ignore the amount of famous faces who have been ditching their brunette or dark blonde locks in favour of vibrant, bleached hues as an alternative shade of blonde, and with summer in full swing, it's as good a time as ever to give the shade (which incidentally looks fantastic next to a tan) a whirl.
The best part? Keeping our hair beautifully blonde is becoming easier than ever thanks to the wave of nourishing and colour-correcting treatments designed to keep our colour fresh.
The best purple shampoos to keep your summer blonde vibrant
We're taking notes from the likes of Rachel McAdams, Gwen Stefani, and even Game Of Thrones' Khaleesi (we all still wish we could have her hair), but here are a few other ladies who have made us want to reach for the (bleach) bottle more than ever.
Before you head to the salon, make sure you read our our guide on how to go white blonde.