TONI & GUY – Salon Live
The TONI&GUY show at Salon International invited attendees to experience the full spectrum of the hairdressing super brand’s world: from salon-friendly cuts and colours which will drive shape street hair trends over the coming months, to inspirational avant-garde work that pushes the medium to its pinnacle.
“We’re a family business that continues to go from strength to strength,” announced Owner and Brand Global Director, Sacha Mascolo-Tarbuck to the sold-out auditorium. “We’ve got a strong foundation and an amazing future ahead – and my father’s legacy will continue to carry through what we do. One of his sayings was education, education, education – it’s so important to always keep learning, growing, and expanding. For us as a business the most important thing is to empower our hairdressers.”
With the late, great Toni Mascolo’s words serving as a rallying call, it was time to get learning over 90 minutes of live cut, colour and styling demonstrations, immersive product insight, and inspirational presentations of fashion week and avant-garde looks.
As TONI&GUY looks ahead to its 60th anniversary, the team reflected on the concept of modern legacy within their ReVibe 6.0 collection. “This is a new chapter,” said Global Creative Director, Cos Sakkas. “Before we head into our sixth decade, this is our prequel. Our affirmation is, ‘this is me’. It’s hair that’s bold, brave, and spontaneous, presented through salon beautiful shapes and amazing colours.” Looks ranged from full-bodied curls and long luxe waves to texture-heavy men’s cuts and ultra-desirable chin-length cuts with shapely fringes.
The second collection presented, Metaculture, also focussed on individuality – “who we are, what we could be, and what we’d like to be,” as Educational Director for China and the Southern Hemisphere, Bill Watson put it. Colours were presented across three stories – nature, nude tones inspired by mindfulness, and vivid shades reflecting life in the metaverse. Cuts and styling represented working with natural textures for hyper-personalised looks, classic bobs and layered head-hugging shapes: “they’re haircuts with life that develop and evolve,” explained Cos.
The show also served as a platform for the official global launch of RE-VAMP, label.m's brand new identity and campaign. The best-selling product line has been updated to represent the brand’s eight pillars: heritage, education, expertise, fashion, biocompatibility, sustainability, digital innovation, and the matrix – an accessible new way to navigate and identify the perfect products for every client.
As TONI&GUY celebrates two decades of their London Fashion Week relationship – most recently as Official Partner to London Fashion Week, and with label.m as the Official Haircare Product, in partnership with the British Fashion Council – it was next over to the Session Team to showcase some of their most recent runway looks. Sharing innovative ways to use tools and products and plenty of session tips and tricks to mould, shape, and structure the hair, styles included a Diana Ross-inspired full Afro and kiss curls combo, a mohawk hair piece, padded pompadour rolls and sculpted chignons.
Finally, it was time for the always-anticipated avant garde section of the show, with breathtaking presentation models wearing sculptural headpieces formed of origami hair pieces, shimmering shards of plastic-look pieces and a mohawk structure, reimagined in metallic tones. Pure artistry, at its best.
As TONI&GUY looks ahead to its 60th year, it’s never been a more exciting time to be fully immersed in the brand, and explore the breadth of their hairdressing universe.
Congratulations also go to the award winners named during the show:
Global Creative Image – Jude McEwen, T&G Perth Central
Apprentice Rising Star – Leah Jones, Covent Garden
Global Salon – Passy, Paris, France