It's the new black.
The latest trend is "granny hair." Young women dyeing to be grey.
From the runway to the red carpet, more and more women are going grey, not because of aging, but because they want to.
There's an Instagram page devoted to granny hair. Women in their 20s posting silver selfies and even instructional videos on YouTube.
Kelly Osbourne used to dye her hair grey. Nicole Richie, Rihanna and Lady Gaga have all taken the grey plunge, too.
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It's a complete reversal. For years women have dyed away the grey, turning hair dye into a megabucks business.
Lady Gaga takes the polar plunge.
So, what's behind the sudden change to grey?
Stylist Erika Nani told INSIDE EDITION, "It's new and everybody is trying to go grey. It's pretty easy and it's a temporary process."
We went to the trendy Fringe Salon in Los Angeles to find out what happens when a college student named Morgan turns her blonde hair grey.
Morgan said, "I feel like I've been blonde my whole life. So, I'm ready to try something newer and edgier."
The semi-gloss color looks like purple goop. After 30 minutes it's done. It does take longer if you have dark hair to begin with.
"I absolutely love it," exclaimed Morgan.
No question, this new trend gives a whole new meaning to Fifty Shades of Grey.
