TONI&GUY Salon Live

TONI&GUY Salon Live


Fashion Forward

TONI&GUY looked to the future as they debuted their latest collection, Futurewise, at Salon International

TONI&GUY is a brand that’s immersed entirely in fashion, and with current trends focusing on a shift towards hyper-personalisation and individuality this was the focus of its Salon International show.

The show kicked off with a presentation of the latest label.m collection, We Are Two.

A concept which was brought to life on stage through pairings of models. Amongst the models were two new faces – Alex and Maya – who were discovered online through the brand’s global social media search for new talent. However, the collection isn’t just about cute couples; the theme extends far beyond that. The idea of relationships was explored through the connection between clients and stylists, dual textures and the communication between one hairdresser to another in an educational environment. All of which would not be possible without the duo behind the brand, founder and CEO Toni Mascolo and his daughter Global Creative Director Sacha.

“You always leave a TONI&GUY show full of inspiration and today’s sell-out was no different. From artistic avant-garde to really consumer-friendly cuts and colours, there really was something for everyone. Sacha and her team did an amazing job and I know the crowd will be talking about this show for weeks to come.” – HJ’s executive director, Jayne Lewis Orr

Next up was the new TONI&GUY FUTUREWISE collection. The story features more than 30 looks ranging from experimental cuts and colours to consumer-friendly, highly-commercial looks. Last year’s triptych of sectioning patterns paved the way for this year’s advanced, creative techniques known as interlocking sections: interlocking angles, interlocking curves and interlocking teardrops. The progression is seen through the creation of focal points and specific areas of detailing to maintain customisation, but in a more editorial and refined way.

Looks were all finished with accessories, piled high and curated with irreverence. The quirky-cool hair baubles on display are also the latest edition to the label.m collection – on sale soon. In addition, TONI&GUY is soon to add 10 new styles to its Fashion Fix service; a blow-dry and dry styling collection which includes everything from sleek ponytails to intricate plaits to statement up dos.

TONI&GUY is an Official Sponsor of London Fashion Week, London Fashion Week Men’s and London Fashion Week Festival. This long-standing partnership (over a decade!) was celebrated with a presentation of models from the most recent Mary Katrantzou collection, which was styled by the team. Voluminous shapes, textured waves and sensational colour all brought to life the pattern-heavy collection of garments.

The show closed with a trademark, totally spectacular avant-garde presentation from the brand’s ever-creative Indira Schauwecker and Efi Davies. Inspired by fire, ice, water and air, the show included a snow machine, fire and wind, with the special effects only overshadowed by some spectacular, sculptural, statement avant-garde hair looks that left the crowd clamouring for more.

For more information please contact Laura at LWPR on 01858 419668 or email

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