"For those looking for a cooler, high-impact shade this winter, washed blonde is your answer. It's a desaturated, ashy and cool blonde shade, perfect for making a statement. This look works best as highlights or a high contrast balayage, and despite its name, it can be high maintenance. Load up on colour-balancing shampoos and don't forget to rebook for a toner refresh."
In order to achieve this look, Moore reccomends "bleaching the hair to a very high lift". While this isn't always achievable in one session, it can be done in stages. After the initial bleaching, you can then "tone your hair to a gorgeous creamy blonde by neutralising any natural yellows".