Several hundred blonde women marched through the Latvian capital Riga in a bid to cheer up the crisis-hit Baltic nation, suffering the worst recession of all 27 EU member states.
Led by an orchestra, the first-ever blonde parade featured women dressed in pink and white, some accompanied by lapdogs, in a charity fund-raising event that organisers hope will become an annual event.
"I'm not stupid. I'm beautiful and I'll prove it," Ilona Zigure, a participant, said.
Organisers said they were determined to bring positive energy to their country, expected to see its economy contract by 16 per cent this year.
The parade was part of a "Blonde Weekend" which also featured a blonde golf tournament, a little lady fashion show, an evening ball, and a children's drawing competition.
"It's a great time to spend in the parade and contribute to a charity," said Ieva, one blonde spectator.
"Finally something different, something positive because I'm tired of hearing about the crisis," said another, 70-year-old Ausma.
The event attracted many locals and puzzled tourists.
Following the parade, blondes climbed into open-topped cars and drove to the local shopping centre.
The money collected during the event will be donated to support children's safety and playgrounds for disabled children in Riga and across Latvia.
The organisers want to make May 31 official Blondes' Day in Latvia.
Latvia, a small Baltic nation with the population of 2.3 million people has been going through the deepest recession in the European Union, which it joined in 2004.
I have noticed many Eastern European women in the U.S. are bleached blondes
Foofie wrote:I have noticed many Eastern European women in the U.S. are bleached blondes
How did you notice that?
Was blonde always considered "special," or is this a recent preference by some?
I'm not stupid! I'm beautiful! And I'll prove it!