Backstage at London Fashion Week Men’s with TONI&GUY Artistic Director Fotis Sfetas, creating the looks for the Spring/Summer 20 Per Gotesson show using our award-winning in-house professional haircare range label.m

The Hair

The Collection

What’s the inspiration behind the collection?

Radical, romantic masculinity is at the heart of Per Gotesson’s Spring/Summer 20 collection, just as it is at the heart of his life. It is active decision to embrace to emotion and sensitivity, to find rigor in softness. This has been Per’s signature from the beginning, now flourishing in its fullest form. A collection of pieces that expand the wardrobe offered by the designer. Signature experimental denim combines with fresh developments in tailoring and draping. A denim jacket is hand-washed, bleached then washed again, then embellished with bottle-tops and tailored jackets are fitted with precision yet have three-dimensional shape at the front. The sense of handmade and craftsmanship is present in every piece.

Get the look

Top Tip 1

When using hot tools, allow the hair to set before you let go of the shape.

Top Tip 2

When working with curly hair, work with the direction of the natural curl. Don’t force the hair into a direction it doesn’t want to go.

Top Tip 3

If your hair is naturally curly, use products such as the label.m Curl Define Souffle to manipulate the curls rather than the tools.