Super-condition is non-negotiable so choose a moisturising shampoo and conditioner to keep hair supple.

King mentions that during lockdown, a lot of people noticed the quality of their hair improved with less heat styling. If you’re back to your blow-drying best – which you will have to be if you want to make the grade with this look – keep the nozzle on the dryer, he advises, even if it’s tempting to let it blow wild and free.

And to minimise damage, think long term and invest in a decent piece of kit such as the Dyson Supersonic hair dryer, $599. The new Flyaway attachment harnesses the Coanda effect (don’t ask, it hails from fluid mechanics and has gone right over my head), but in layman’s terms, it helps lift longer hairs and hide shorter ones.

Selecting the right shade is also crucial, especially as the expensive brunette trend now encompasses rich, bankable blondes. Gemma Knight, senior colour director at Daniel Galvin, a shrine to super-considered colour, cites glossiness and richness as key.

“There should be no artificiality to the look,” says Knight, who reports chestnuts, coppers, auburns and golds are proving popular right now. “To pitch it just right, never overload with too much colour. You’re always aiming to enhance nature. Steer clear of anything ashy or fiery, especially as you get older and skin becomes paler, when a vibrant shade is too much of a contrast.”

For younger clients, Knight says balayage is a great option. Colour is hand-painted on, just around the front hairline and through the mid-lengths and ends. “It brings light to the face and delivers a sense of dimension without straying from your natural base shade. The result is hair that looks healthy but not heavy, plus it negates the need for constant root touch-ups,” she says.

When searching for the upscale factor in everyday styling, conversely, aim low, not high. That’s because understatement is a priority. So instead of a high pony, secure it at the nape (the addition of a grosgrain ribbon works well). Same goes for buns. Avoid pulling the hair into a taut topknot, which has the drumbeat echo of the exercise studio. Slide it down a notch or two, or fold into a French pleat.

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Davide Barbieri, session stylist extraordinaire, who works on countless major fashion and beauty shoots and can also be found tending the locks of Rosamund Pike, has the final word in pulling off expensive hair. “Finishing,” he concludes.

“Finesse all comes down to perfect lustre, and that means choosing a superb smoothing product that adds shine.” A couple of his faves? Leonor Greyl Éclat Naturel, a styling cream that instantly controls dry, thick or frizzy hair and Kevin Murphy Young.Again, a weightless, leave-in treatment oil that’s the hairdressing equivalent of the drumroll before the big reveal. Who wants to be a millionaire?