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

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