The cultural explosion of the side-swept plait cannot be understood without master hair artist Susy Oludele, founder of Brooklyn’s Hair by Susy. Oludele was instrumental in designing the intricate, directional braiding that defined Beyoncé's mid-2010s aesthetic, alongside her later work engineering signature bohemian looks for figures like Zoë Kravitz. Prior to Oludele’s widely broadcast work, side-parted cornrows were frequently categorized in media as retro throwbacks to 1990s hip-hop culture or West African ceremonial styles. Oludele recontextualized them as high-fashion statements, demanding technical respect from luxury editorial spaces that had historically ignored Black salon artistry.
That pop culture hair evolution triggered an unprecedented surge in salon appointments across North America, Europe, and West Africa. Braiders reported six-month waiting lists exclusively for side-angled patterns. Yet, as thousands of clients embraced the original style, practical challenges surfaced. Traditional side-swept cornrows pulled every hair strand in a single, unyielding direction across the scalp. Clients experienced mechanical strain along the temples, while sleeping comfortably became notoriously difficult. The cultural appetite for the look remained voracious, but the engineering required an overhaul.
