Us beauty director Gwen Flamberg says the trend "harkens back to old Hollywood glamour, like Veronica Lake and Rita Hayworth."
The "flowy and natural style" is "less fussy, more fun," Flamberg explains. "It's low maintenance, day-to-night."
The look is popular because "People's Choice Awards kicks off awards season, but it's casual. Stars know for the next two months they'll have hardcore primping and prepping" for the Golden Globes, Screen Actors Guild Awards and Oscars.
Recreate the 'do in three simple steps: blowdry your locks straight, apply a small dollop of styling cream or oil and then create a deep part.
"It's not a sprayed, serious style," Flamberg says.
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