St James's Show London Fashion Week Men's SS20

Saturday 8th June

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

The Hair

  • What’s the inspiration behind the hair?

    To compliment the light and breezy look of the collection, a soft, unstructured wavey look was created by the TONI&GUY team.

    The Collection

    What’s the inspiration behind the collection?

    Inspired by over 300 years of tailoring excellence on London’s historic Jermyn Street, the catwalk showcases a collective of pieces by designers ranging from Thomas Pink, Hackett, Dakes and Turnbull & Asser. Complimented by luxury leather goods by Alfred Dunhill who opened its shop on the corner of Jermyn Street and Duke Street in 1907.

    Get the look

    Top Tip 1

    Prep the hair with label.m Grooming Cream and rough dry through the hair.

    Top Tip 2

    To build texture, apply label.m Sea Salt Spray and blast through.

    Top Tip 3

    Then using clips tease the hair in to natural waves and set with label.m Hairspray.

    Hero Products


    About St James's Show

    • With an open-air catwalk along Jermyn Street showing the finest fashion from the area. With his pick of Jermyn Street, St James's menswear brands,...

    More St James's Show shows

    • London Fashion Week Men's SS19

    • London Fashion Week Men's SS18

    • London Collections Men SS17

    • London Collections Men SS16