IA LONDON London Fashion Week AW20

Saturday 15th February at 2.30pm

Backstage at London Fashion Week with TONI&GUY International Artistic Director Indira Schauwecker where she created the looks for Autumn/Winter 2020 at IA London using the award-winning professional haircare range label.m

The Hair

  • What’s the inspiration behind the hair?

    International Artistic Director and three times Avant Garde Hairdresser of the Year recipient, Indira Schauwecker and the TONI&GUY Session Team create an electrifying look reflecting the treatments used within the 13th century psychiatric hospitals with a finger wave to signify the uneven mentality of the patients

    The Collection

    What’s the inspiration behind the collection?

    In the 13th century the oldest psychiatric hospital in the world, the Bethlem Royal Hospital, opened its doors in London. Commonly known as Bedlam, it became a London landmark so famous that tourists would visit it alongside Westminster Abbey and London Zoo. And so notorious the name came to mean confusion and chaos. It is here Avant Garde designer, IA London takes us for AW20. Through a groundbreaking collection full of striking reconfigured pieces that force the viewer to consider fashion as art, the brand taps into the complexity of the human mind and the meaning of mental health

    This season, synergised between a mutual connection to Avant-Garde, TONI&GUY and IA London also join forces to deliver a custom ‘tote bag’, celebrating the 15th anniversary of label.m and IA London’s debut fashion week presentation

    Get the look

    Top Tip 1

    Create a radial parting and apply label.m Gel in horizontal sections, before combing flat to the head

    Top Tip 2

    Use two combs to push the hair in opposite directions until a curve is formed – repeat this process until you reach the top of the ear

    Top Tip 3

    Apply label.m Texturising Volume Spray to the remaining hair, section by section until it stands upwards – finish with hairspray

    Hero Products


    About IA LONDON

    • IA LONDON is a British Award-winning Avantgarde fashion brand, delivering artistic content in the form of distinctive-looking garments and accessories...

    More IA LONDON shows

    • London Fashion Week AW21

    • London Fashion Week SS21