Per Gotteson London Fashion Week Men's AW20

Sunday 5th January at 1pm

Backstage at London Fashion Week Men’s with TONI&GUY Artistic Director Fotis Sfetas where he created the looks for Autumn/Winter 2020 at Per Gotesson using the award-winning professional haircare range label.m

The Hair

  • What’s the inspiration behind the hair?

    Artistic Director Fotis Sfetas brings the models together in the same sense of community by giving them quirky styles full of volume, however allows room for the model’s individual styles to be shine through.

    The Collection

    What’s the inspiration behind the collection?

    Community and belonging are at the core of the new collection by Per Gotesson, as they are of his work and life. Denim is Per’s signature material, cut into a trench with unassuming shape at the shoulders and voluminous elegance in the body. There’s also a strict-line double-breasted long denim coat that lined with fleece, and a short black jackete with rough-cut seems at the sleeve head. Workwear is used to subvert masculinity, seen through blood-red crushed velvet aprons and a long t-shirt dress that’s ruched at the chest bone.

    Get the look

    Top Tip 1

    Apply label.m Sea Salt Spray all over and twist label.m Volume Mousse into random sections around the hair line.

    Top Tip 2

    Manipulate Deconstructor into your hands before creating a voluminous shape starting at the roots and directing hair upwards.

    Top Tip 3

    Allow the back to fall flatter, using a label.m Tourmaline Dryer to control the direction of the hair.

    Hero Products


    About Per Gotteson

    • Per Götesson was launched through Fashion East in 2016, following his graduation at the Royal College of Art. Focused on Ready to wear innovative...

    More Per Gotteson shows

    • London Fashion Week Men's SS20