Celebrity hair trend: purple is the new black.

Pantone’s 2014 Colour of the Year is Radiant Orchid, a vibrant purple, and the shade is now Hollywood’s hottest hair colour.

Nicole Richie was the first to dye her hair lilac last week, although Kelly Osbourne has been hitting the purple bottle for years, and now model Ireland Baldwin is rocking the shade.

And as the saying goes, three’s a trend.

The 18-year-old model, and daughter of Alec Baldwin and Kim Basinger, posted pictures of her new look on Instagram, simply captioning the shot “Purp.

“I just really wanted to go lavender and it’s going to fade out,” Baldwin told E! News. “I wanted change! I love my platinum hair and that’s who I am, but this is fun. Why not? It’s temporary and fun.”

Nicole Richie’s new look:

Like most trends, this isn’t strictly new. Cyndi Lauper and Claire Danes rocked it in the 90s, and celebrities like Katy Perry, Azaelia Banks, Lily Allen, Christina Aguilera and Demi Lovato have all flirted with purple dip-dye, ombre or streaked hair in the last few years.

For more celebs rocking coloured hair take a look at the gallery:

Would you wear it?