For beautician Margaret Vinci Heldt, hair was not meant to lay flat. In 1960 she put a wig on a mannequin, armed herself with a comb and an industrial size can of hairspray and created the hairstyle that went on to define the look of a decade.
A big, bold, headturner of a 'do, the beehive was immediately adopted by women everywhere - and it's a style that has never really gone away.
Vinci Heldt, from Chicago, died of heart failure this week aged 98.
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“I used to tell my clients ‘I don’t care what your husband does from the neck down, but I don’t want him to touch you from the neck up’” she once famously said of the 'hive.
Take a look at some of the most iconic interpretations of the back-combed, bouffed-up look over the years...