In ‘Not Okay,’ Zoey Deutch Captures Gen-Z’s Obsession with ’90s and Y2K Hair

Needless to say, nothing packs more of a social-media punch these days than the noughties e-girl aesthetic, which Sanders tries on for size throughout the film. “I lived through these eras, so it felt effortless and so fun to bring back things I grew up loving,” says Vanis, who crafted an array of different hair looks for Deutch in this spirit, including a zig-zag parting, a ’90s supermodel-esque high ponytail, and, naturally, a pair of space buns.

And it wasn’t just Deutch getting in on the transformative dye job action, but her character’s love interest Colin, played by Dylan O’Brien. To slip into his unabashed e-boy character, O’Brien went so far as to bleach his hair platinum for the first time ever (“We took his color virginity,” jokes Vanis), documenting it on TikTok to viral effect. “People lost their minds!” says Vanis of the process, which required a double process because O’Brien’s hair is so naturally dark. “Hair plays such a huge role in a character, especially for Danni,” says Vanis. “We watch her go up and down in this film, and her hair helps illustrate where she’s at mentally. It tells a story.”