IA LONDON London Fashion Week AW21

Saturday 20th February

Backstage at London Fashion Week with TONI&GUY International Artistic Director Efi Davies as she creates the Autumn/Winter ‘21 look for IA London using label.m Professional Haircare

The Hair

    What’s the inspiration behind the hair?

    International Artistic Director Efi Davies along with the TONI&GUY Session Team created an editorial, scraped back, textured and gender neutral style which was dramatized with a wash of colour.


The Collection

What’s the inspiration behind the collection?

Entitled, ‘The Hourglass’ for AW21, IA London looks to how the pandemic forced us to reconsider our priorities and what do we spend our time on. The Hourglass will present this reconsideration in an exaggerated form seen through her signature, bold prints and graphic silhouettes. What things would you choose to do if you had only as long as the hourglass ticking?

Get the look

Top Tip 1

This style works best if you are working with a thick graduated bob.

Top Tip 2

Prep hair all over with label.m Volume Mousse in the direction of styling.

Top Tip 3

Use a comb to scrape hair away from the face and apply label.m Hairspray to blend the short layers together.

Hero Product



  • 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 SS21

  • London Fashion Week AW20